Clarks ties up with the V&A Museum Advertisement

Clarks ties up with the V&A Museum

The new digital campaign, Clarks Unboxed, dives into the history story of shoes

By ELLE team  September 16th, 2015

British shoe brand, Clarks, is clocking in 190 years. It’s using this opportunity to dig into its archives and release a vibrant new digital campaign: Clarks Unboxed.

Clarks Unboxed has been put together in collaboration with the V&A. Curators Ted Polhemus and Lucy Johnston scanned the Clarks archives in the village of Street, Somerset, to re-tell its story across 12 chapters.

It starts with how the brand went from making rugs to shoes in 1825, and made fluffy slippers popular. It goes on to cover important personal stories and launches – such as the ‘Jazz’ shoe, created by artist and poet Christina Walshe. It was so right for the Roaring ’20s, and it clicked with the Charleston-dancing, bobbed-hair-sporting and daring-hemline-choosing women. (You can watch its transformation over the years above!) It even covers the Clarks Wallabee (1967), which famously divided opinion, with some calling it ugly and others calling it cool – but they could all agree it was unique.

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