Chelcee Grimes fronts latest Barbour campaign
Barbour is celebrating the second instalment of its SS22 Journey of an Original film series and campaign with Chelcee Grimes, the singer-songwriter, footballer, TV presenter and radio host from Liverpool.
It’s a behind-the-scenes look Grimes’ life and “celebrates originality by shining a light on Chelcee’s captivating journey to success”, the company said.
The film is set in a football training ground and cuts from shots of her training today to archive home footage of her younger self playing football with her dad.
Her voiceover “guides the narrative, reminiscing the highlights and obstacles of her football career whether it be playing for Everton, Spurs and Fulham, or her skills as a songwriter, writing songs for Dua Lipa and Kylie Minogue”.
In line with the brand’s overall theme, the film “underlines her journey as an original, expressing her determination to succeed and unapologetically mastering her skills as a musician and footballer despite her critics”.
It’s a very different approach from the one taken by the brand not that many years ago when it was all about a more traditional country lifestyle.
In recent years it has loosened up reached out to a younger and more urban consumer as well as those consumers who’ve bought the brand for years, and this latest campaign underlines that.
The brand’s Journey of an Original series platforms “authentic ambassadors and collaborators who align with the brand’s values of upholding the badge of an original”. It comes as part of a wider series “with more stories and talent to follow over the coming weeks”.
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