Collection overview

This collection celebrates the evolution of gorpcore and how it is transitioning away from the hyper techy equipment based looks, into a more feminine and inclusive take on outdoor adventuring. It is inspired by natural beauty, naturescapes and a desire to get outside and empower a more joyful approach to adventure and exercise.In addition to this the product team have developed colour palettes across the collection by supporting a new introduction of how to apply multiple tones of hero colours for cohesive outfitting, adding depth and three dimensionality.

Creative concept

I wanted to encompass both colour and nature into the creative concept for the shoot, which was to be based in studio. It felt essential to bring the outside inside to really lean into the beauty of natural surroundings, whilst also leaning into the brand association with colour and Sweaty Betty’s evolution in approach to usage of colour by working with tones of colours, backgrounds, and natural props.