Having a laugh: Fashion brand employs irony

Glasgow – ‘Some call them sweaters, some call them jumpers,’ says the opening line of Pringle of Scotland’s new animated advert.

The knitwear brand has collaborated with the artist David Shrigley to create a video advert that charts the brand’s 195-year history. The short film is a humorous look behind the scenes at Pringle and has been created to celebrate the brand’s return to Milan Fashion Week this year.

The video’s playful style exemplifies the whimsical means of engaging consumers that we explore in our Dreamtelligence trend report.