Summer may be here but companies are already focused on the autumn season with key campaign launches and other developments.

Clarks has launched a Tokyo Senior Generation campaign, exploring the role that their heritage styles played in the birth of the Urahara kei scene, revisiting the backstreets of Harajuku to pay tribute to those that adopted Clarks styles as their own. 

The campaign celebrates the versatility of the original styles and how they can be loved and worn across generations. It features the Wallabee, Desert Boot and Desert Trek styles. The campaign is a teaser for the upcoming Tokyo Collection that will launch in September.

Then, at the other end of the age range, JD Sports has launched its latest Back to School campaign: ‘Start Fresh’. Paying tribute to “the boundless energy, unique individuality and unstoppable spirit of today’s youth as they gear-up for a new chapter ahead of going back to school”. Dance group Sturdy Off showcase JD‘s diverse product range for the season, from triple black footwear, on-point apparel to must-have accessories and backpacks. 

The company said that “embodying a sense of competition, power and personality, this school term, JD is tapping into the unstoppable force of youth, shining a spotlight on the rebellious yet resilient nature of being a teenager.”

Finally, Gymshark has named fitness influencer Whitney Simmons as the first Creative Director for its successful Adapt range.

The social media star (3.9 million Instagram followers, 2.4 million YouTube subscribers) has partnered Gymshark multiple times in recent years with a number of collabs. And now she’s “working closely with our design and product teams [to] ensure that Adapt continues to resonate with her community and ours, providing confidence and style to women”.