Urban Outfitters - Urban Renewal

Urban Outfitters unveils the latest campaign for Urban Renewal, a category of product made up from one-of-a-kind, vintage and second hand sourced clothing and accessories.

The campaign is a full throttle dance film that takes the consumer on a visual journey of the Urban Outfitters Renewal initiative. Teaming up with CAMP Productions and Samuel Douek, the director brings to life the journey of sourcing and renewing vintage products for Urban Outfitters through the medium of dance.

The film celebrates youth culture by enlisting rising dance stars under the guidance of choreographer Rycardo Gomez. Shot is a disused power station in London, we follow six dancers as they move through various stages wearing full Urban Renewal looks. As the film moves on, the collective of dancers are shown in a space with huge sculptures made up of recycled clothes which demonstrate the breadth of product and use of recycled material. The visual representation takes inspiration from Renewal by casting a vintage aesthetic and gradient throughout.

The intention of the film is to educate and express the importance of second hand vintage and build on awareness of the existing offering of one-of-a-kind and restored pieces that are unique to Urban Renewal.

To mark the launch, Urban Outfitters Renewal film landed in the UK and US across multiple channels such as Youtube, TikTok, Instragam and Pinterest and was streamed at Oxford Circus flagship store.

Urban Renewal started in 1983 which has continued through to today. The initiative continues to grow with a team of experts who carefully hand-pick and discover vintage products from Urban Outfitters recycling partner. The product is not only one-of-a-kind vintage pieces but restored and recycled damaged and unwanted clothing. Urban Renewal across Europe saves over 260,000 items of clothing a year which would otherwise be destined for landfill.