Kate Moss Reunites with Hunter for a Global Campaign Celebrating the Iconic British Brand’s 170th Anniversary
Two quintessential British cultural touchstones have officially reunited as the heritage footwear brand Hunter and supermodel Kate Moss join forces for a major global campaign. Launching globally on Friday, the collaboration marks a significant milestone for the legacy brand: its 170th anniversary. Shot by renowned photographer Mikael Jansson, the campaign—titled “Iconic by Nature”—bridges a generational gap, fusing the brand’s utilitarian countryside roots with Moss’s enduring status as a pioneer of effortless, off-duty style.
The partnership is more than just a standard brand endorsement; it is a celebration of an accidental fashion revolution that took place two decades ago. By chronicling the journey from 19th-century utilitywear to 21st-century festival staple, this milestone campaign highlights how deeply intertwined Moss and Hunter have become within the collective consciousness of British fashion history.
A Century and a Half of Utilitarian Legacy
Founded in 1856 originally under the name the North British Rubber Company in Edinburgh, Scotland, Hunter has spent nearly two centuries manufacturing weather-resistant outdoor products. At the very heart of the brand’s storied legacy is the Original Tall Wellington Boot. Originally engineered for rugged practicality, cold weather, and damp Scottish terrain, the vulcanized rubber boot was designed to offer ultimate protection and durability.
Over the decades, the boots transitioned from agricultural necessities and royal warrant-holding country attire into functional canvases for outdoor enthusiasts. However, the trajectory of the brand shifted dramatically in the mid-2000s, largely thanks to a cultural moment orchestrated organically by Kate Moss.
The 2005 Glastonbury Turning Point
To fully understand the weight of the Hunter and Kate Moss reunion, one must look back to June 2005 at the Glastonbury Festival in Somerset, England. Known historically for torrential downpours and subsequent knee-deep mud baths, the festival grounds presented a sartorial challenge that Moss famously solved with intuitive styling.
Opting against traditional festival footwear, Moss paired a pair of tight, black Hunter Original Tall Wellington Boots with extremely short cutoff denim shorts, a leather belt, and a bohemian waistcoat. The resulting look immediately became an iconic snapshot of 2000s indie-sleaze culture, instantly transforming the practical rubber rain boot into the ultimate must-have fashion item for music festivals worldwide.
Reflecting on the legendary moment, Moss shared the spontaneous nature of her decision in a statement accompanying the new campaign. “I’ve been a loyal fan of Hunter for years, ever since the festival where I wore them with way too short shorts and a waistcoat,” Moss recalled. “I was just about to leave the house and heard it was already knee high in mud in the fields. I went to my trusted Hunter wellies in my closet. They were black and were tighter to the leg and they were waterproof. Bingo!”
The “Iconic by Nature” Campaign and Strategic Vision
The fall 2026 “Iconic by Nature” campaign seeks to honor this rich history while casting an eye toward the future. The imagery captures the individuality, instinct, and effortless attitude that have long defined both Moss and the brand. By framing the campaign against the backdrop of the British landscape and countryside culture, the creative direction seamlessly integrates Hunter’s utilitarian heritage with Moss’s unmistakable aesthetic.
Executives behind the brand emphasize that the partnership was a natural evolution of a decades-long mutual affinity. Stefani Fleurant, executive vice president of marketing, sport, and lifestyle at Authentic Brands Group—the parent company owning the Hunter brand—elaborated on the synergy between the model and the label.
“Hunter has never had to choose between its heritage and cultural relevance,” Fleurant stated. “The two have always been connected. Kate embodies that in a way few people can. Her relationship with Hunter began organically more than two decades ago and became part of the brand’s story. Bringing her into our 170th anniversary is both a celebration of that history and a statement about where Hunter is going next.”
An Overview of the Fall 2026 Collection
The 170th anniversary is not merely commemorated through marketing imagery; it is fully realized in the expansive fall 2026 product lines, which divide offerings across regional markets while pushing the boundaries of weather-resistant design. The collection deliberately moves beyond traditional rubber Wellington boots, curating items around three core pillars: Heritage, Contemporary, and Innovation—mirrored in the Originals, Downpour, and Elements collections.
For European markets, the collection is anchored by the commemorative 170th Anniversary Original Tall Wellington Boot in classic Hunter Green. This faithful recreation of the original design incorporates special details, including premium gold hardware and a heritage badge proudly bearing the inscription “since 1856.” The European lineup also features the Downpour Tall Boot in sleek black, the Elements Neoprene Chelsea Boot, and a curated selection of three distinct weather-resistant jackets.
Meanwhile, the collection tailored for the U.S. and Canada takes a slightly more contemporary and texturally diverse approach. It features the Original Tall Wellington Boot reimagined in a striking Black Croco texture, alongside the Giania Chocolate Brown Waterproof Suede Tall Boot and the cozy Maribel Puffy Snow Bootie in brown. Beyond footwear, the North American rollout includes an expanded range of outerwear and sportswear designed for urban and rural transitions alike.
The fall 2026 collection is available to shoppers globally across multiple digital storefronts, including hunterboots.co.uk, hunterboots.com, nordstrom.com, and anthropologie.com.
Broader Market Implications and Industry Analysis
The launch of the 170th-anniversary campaign arrives at a critical juncture for heritage brands navigating modern retail landscapes. In recent years, legacy labels under brand management conglomerates like Authentic Brands Group have increasingly leaned into nostalgic marketing and high-profile archival reunions to capture the attention of Gen Z and millennial consumers alike.
By tapping into the early-2000s indie-sleaze renaissance—a trend currently dominating social media platforms like TikTok—Hunter is strategically weaponizing its own history. The resurgence of festival fashion and utility wear has created a lucrative market for weather-resistant luxury and durable everyday footwear. By reuniting with Kate Moss, Hunter effectively anchors its market position not just as a functional outdoor utility provider, but as an authentic pillar of British pop culture and high fashion history.
As Hunter looks toward its next chapter, the 170th-anniversary campaign serves as a masterclass in heritage storytelling. By honoring the spontaneous, mud-soaked festival moments that cemented its cultural status while introducing innovative fabrications and designs, Hunter proves that some icons truly are timeless by nature.
