British fashion and lifestyle brand White Stuff has launched an intriguing brand campaign for autumn… featuring an all-female morris dancing group.

The ‘What on Earth’ campaign harnesses folk culture while inviting its fans to reconnect with the great outdoors.

While the Boss Morris dance group take centre stage in the campaign, the collection’s outdoor-inspired clothing is all about combining earthy tones with natural, sustainable fabrics.To carry theme theme through, the campaign’s also shot at the world’s largest prehistoric stone circle in Avebury.

Following ley-lines (routes that connect important historical sites) the collection explores the outdoors so that means wearing the season’s laidback layering and chunky knits.

And central is the embodiment of the independent spirit enjoyed by the brand’s growing customer base, it noted.

Devised by White Stuff’s in-house brand team with photography by David Titlow, the campaign features across out-of-home advertising, print advertising, Youtube, social media and in the White Stuff’s 123 stores and 54 concessions.

Julia Monro, Brand Director for White Stuff, said: “Our latest campaign showcases the progress we’ve made in transforming White Stuff into a modern lifestyle brand, and is supported by an increased investment in brand awareness media to continue reaching and engaging new customers.

She added that Boss Morris “perfectly embody the ethos of White Stuff and our customers – creative spirits who want to express themselves and don’t mind going against the grain.”