Dune London enlists Strictly stars for occasionwear collection campaign

By

Sandra Halliday

Published
Apr 12, 2023

Footwear brand Dune London has unveiled its latest campaign, called ‘Let’s Dance’ and featuring Strictly stars Nadiya Bychkova and Kai Widdrington. It’s a change of tempo for the brand and supports the retailer’s latest occasionwear collection.

The company said that for SS23, it “wanted to demonstrate the transformational power of shoes and how the perfect pair can define the way you move, making you look and feel special”.

And it added that “Nadiya and Kai, possess a magical chemistry and are the perfect couple to model the brand’s hero designs”.

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The company has long made occasionwear shoes a key part of its offer but it was unclear how well that segment would recover post-pandemic as lockdowns saw consumers switching to comfort footwear.

But the AW22 season and particularly the festive period saw occasion shoes enjoying high demand again and the current event/wedding season seems to be continuing that trend.

The current Dune occasion collection features standout styles such as the crystal-embellished Majestys and the Central slingback style with “carefully placed hot stones on its flared heel”. Meanwhile, the men’s collection comprises a mix of traditional and trend-led designs. 

Strictly stars have been a popular option for ad campaigns in recent years and while the show isn’t airing at present, Bychkova and Widdrington are currently touring with their ‘Once Upon a Time’ show, following their journey from childhood dancers to ballroom and Latin championships, so remain securely in the public eye.

The campaign launched on 12 April.