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Sophie Touchet (ELITE) backstage at Hunter Original SS15Photography by Philip Trengove

Hunter Original SS15

Hunter Original send their collection down a mirrored runway across an old swimming pool – completing the space with trippy visuals by artist Mat Maitland

Initial reaction:

Creative director of Hunter Original Alasdhair Willis brought the great British summertime to the Seymour Leisure Centre – wife Stella McCartney, father-in-law Paul and singer Rita Ora in tow. With hints of chlorine and the sound of running water, a mirrored catwalk covered an old swimming pool. A cubed LCD screen projected the brand's collaboration with visual artist Mat Maitland – a surreal, trippy backdrop that saw submarines, Brighton pier, ice cream cones and snorkels swim through its digital ocean.

In the details:

What started out as straight utility, functionality and tradition for the brand – beige boxy shirts, shorts and of course wellies – morphed, by the show's end, into everyday wear, with help from one innovative technique – "Dazzle". A camouflage that makes its wearer more visible, it also counteracts it by employing optical illusion and depth-of-field distortion. The brand's signature rain boots became razor soled rubber platforms, and once opaque clutches turned into semi-transparent PVC duffle bags. "Hunter" was emblazoned across white pool slides and anoraks were filled with colourful geometric prints and patches.

British nostalgia:

A show heavily steeped in celebrating the often frustrating, yet great British summertime, Willis riffed on memories from his youth. "Running through the sprinkler," he laughs, referring to his favourite sunny pastime. "Getting my father to set up the sprinkler on a hot summer's day and running through it for hours and hours. That's an absolute abiding memory".

The soundtrack to Hunter Original SS15: