Autumn Winter 21 Campaign: “Dreamin Wild”

“I love seeing our bags in motion, in transit,” says HAULIER founder, Jeremy Hershan. “For me, it’s all about those in-between moments of travel.”

HAULIER’s brand ethos exists around the idea of transporting people to other places; allowing us the simple pleasure to daydream of a place we’d no sooner be if we could.

For the latest campaign, Hershan wants to take people to Paris, a city that has long held an allure for artists and creative wanderers alike. Roissy Charles de Gaulle airport has been a sought-after stop on the trail for international jet-setters since the mid ’70s and HAULIER is inspired by this magical period – a timeless era where taking a trip on an airplane was a glamorous pursuit for everyone, and a time where travel and style held hands.

“I wanted to capture the journey of a free-spirited couple and the fantasy of flying away from it all” says Hershan who worked in collaboration with In Practice Studio, a creative partnership based in Paris to direct the shoot. “For Haulier we always had in the back of our mind the traveller’s spirit of the ’70s. With that in mind, we wanted to push that story a bit further and incorporate the idea of plane spotters,” says Iris Deschamps Courau from In Practice Studio. “This is how we picture our couple dreaming of an escape, having a picnic next to Roissy, looking above to the planes taking off…”

“I love observing well-seasoned travellers,” adds Hershan, “because their choice of travel attire and time-tested luggage tell a lifetime of stories and I draw inspiration from this.”

Both inspirations can be seen in the new campaign as Haulier unveils some new canvas colours to its capsule collection of Utility Tote bags, which are designed to endure a lifetime of daily rituals, journeys and adventures. Adding to the signature 24oz cotton canvas colours of Natural Ecru and Orange, totes are now also available in Washed Black, Tan and Sage and Fuchsia; an appealing mixture of classic, utilitarian tones that are easily adaptable to everyday life and flashes of vibrant colour that both catch the eye and draw attention to.

“Our bags are woven on traditional shuttle looms so there is a density and richness to these new canvas colours that only traditional manufacturing techniques can achieve,” says Hershan who imbues the importance working with the highest quality materials. Indeed, the vegetable tanned ‘Vacchetta' leather used for the handles is sourced from a storied tannery in the North of Italy and will only improve with age and wear. “I tend to haul a lot in my Utility Tote so you will find me with it slung low, hand ahold because I love the feeling of the natural leather in my hand,” says Hershan.

Once you've chosen your favourite colour, it begs the question: how will you haul yours?

Credits:
Creative Direction - Jeremy Hershan
Art Direction - In Practice Studio
Photography - Maciek Pozoga
Words - Mike Christensen

Large Tan Utility Tote