Hunter wants to promote their wellingtons to the 20 & 30's age group. These people are growning tired of social networks and living virtually. I would like to bring them back to the 90's by using innocently styled more ordinary looking models (which is on trend right now) and fashionable 90's photography techniques and treatments (see Kate Moss in her first shoot for The Face). This would evoke memories of having fun and enjoying real life. Adverse weather can feature as being exposed to the elements only heightens the experience of being alive.