Mark Hunter Exceeds Wildfox's New Demands
We don’t have to tell you that Mark Hunter has been collaborating with Wildfox for years. Their working relationship goes far back to the beginning of the brand and Mark’s own career, but each have grown independently, thanks in part to how they’ve grown together. Wildfox’s latest growth in the fashion world is their new fragrance that is licensed and managed by Elizabeth Arden, the beauty heavyweight. In order to keep a consistent look with the rest of Wildfox’s visual identity, having Mark Hunter shoot the campaign was a no brainer, but because it was a totally different kind of product it was going to be a totally different kind of shoot.
Typically, when Mark teams up with Wildfox they keep everything super agile so that they can create a library of imagery for Wildfox to build a whole world around the visual language. But for Elizabeth Arden there were certain tones they had to hit and images they needed to capture, so Mark blended his own relaxed style into the format that Elizabeth Arden required. “The whole approach of this was a bit different,” says Mark. “The production was a lot bigger, there were a lot more people on set. They had a lot of live animals on set from snakes to fancy birds and other exotic things to sort of elevate the shoot. So there was a lot going on.” Despite all the extra moving pieces, Mark was still able to do exactly what he needed to do without losing a hint of his signature energy and style.
The blend ended up being seamless, creating the continuity between Elizabeth Arden’s different expectations and the relationship that Mark and Wildfox have nourished over the years. “Everyone on the Arden team was super happy with the final images,” says Mark. “This is just the beginning of the launch, so these images are going to be seen a lot in more mass than any of the previous Wildfox campaigns. There will be displays in all the department stores, there’s a print campaign, and there’s billboards going up as we speak. So it’s going to have a bigger reach, which is definitely exciting.” As their relationship grows, so does the work they do together and no one could be happier with the results.