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Regan talked about her Hunters for a feature with Vogue, creating extra media momentum for the brand. Models Iris Law and Mia Regan were photographed by paparazzi wearing Hunters and featured heavily across UK media. “They wanted the brand to feel cooler and younger.” “This year they really wanted to tap into Gen Z and develop their image beyond Kate Moss and the previous generation,” she says. Delaney notes the importance of the festival season for Hunter’s sales. EYC took a group of Gen Z creators including Mandella and TikToker Olivia Neill on a tour of UK festivals including Wireless and Parklife, shooting diary-style social media content and videos about “how to style your Hunter”. “This spike in activity is also replicated across social platforms where we see trending hashtags, viral content and a wide range of people tagging us in their festival looks.”ĮYC also staged a project with Wellington boot brand Hunter, synonymous with festival season after being worn at Glastonbury by the likes of Kate Moss and Alexa Chung. “This indicates that our community is excited to browse and shop on Depop for their festival outfits, so we have a clear opportunity to be an authentic voice in this space,” he says. Searches on Depop for festival-related products surged across the app, with “festival outfit” among its top 10 searches, says Dontae Mears, Depop global head of influencer marketing. The goal? To show audiences that they could buy their festival ‘fits secondhand. The agency took a group of creators to UK festivals in collaboration with Depop, dressed them in head-to-toe Depop outfits and shot fun content. Youth-focused London-based agency EYC Ltd has also seen an uplift in festival activations this summer, says founder and CEO Cora Delaney. The activation resulted in over 1.3 billion impressions and 193 million views on TikTok within two weeks, according to the platform, as well as an engagement rate described by Lister as “huge” across Instagram and other social media platforms. During the opening weekend, Hugo also partnered with Soho Desert House on an activation close to the festival for press, creatives, VIPs and KOLs. Hugo invited TikTok creators including Noen Eubanks and Euphoria star Chloe Cherry to stay at Hugo House in the desert and create their own unique content in and around the festival. Coachella in April presented a perfect opportunity, says Andrew Lister, vice president of fashion at Purple New York, which executed the project.
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Legacy brands use festivals to tap Gen Zįollowing a strategic decision in 2021 to more clearly define the demographics of its brands Boss and Hugo, Hugo Boss looked for opportunities to reinforce the status of Hugo as its Gen Z brand.
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Paparazzi photos of creators wearing branded products are another metric used to raise the fees paid to an agency or creator. That said, fees can mount if a brand wants image rights for the content created, according to one talent agent.