R.M. Williams has unveiled its new campaign, 'On The Road', giving the market a second look at its new direction.
Following its $190 million acquisition by Tattarang, the bootmaker launched a new look and feel, focused on considered styling and the simplicity of the R.M. Williams designs.
The new campaign draws on the brands heritage and celebrates the Australian landscape, telling the story of a nostalgic summer road trip.
"Drawing on 89 years of archives and a rich history of craftspersonship, the new campaign unites brand heritage with a contemporary lens, looking at a reinvention of classic styles and offering new takes on modern ready-to-wear, footwear and leather goods across the collection," R.M. Williams said in a statement.
"This season’s ready to wear offering imbues notes of memory and romance to classic silhouettes, marking the brand’s new direction and dedication to elevating apparel that complements the brand’s iconic boots and leather goods.
"Infusing utility and functionality with a soft playfulness, the introduction of this modern lifestyle lens integrates the campaign's emotive mood, and draws on the deep connection to the land that is at the heart of R.M. Williams’ heritage," the brand said.
The campaign highlights include the handcrafted Gardener Commando boot, Urban Shearling styles and the new Balmoral burnished boot, which reintroduces a side zip feature.
Women’s footwear is led by an expansion of styles in the Maya boot, and the launch of linen elastics as a more textural finish for Lady Yearling styles.
Additionally, the accessories range incorporates an expanded bag offering and features leather and canvas across a variety of styles and sizes.
The R.M. Williams 'On The Road' campaign and collection went live in-store and online today, August 02.