WHAT inspired the shoot in Margate?
Our
spring/summer campaign March of the Mods was inspired by the infamous bank
holiday riots between Mods and Rockers in the summer of 1964.
Pretty
Green is a brand steeped in rock and roll history and this seemed like a
particularly significant time when the youth of Britain were expressing their
sense of style in a tribal way.
The riots
happened in several British seaside towns. Brighton in particular has a strong
association due to the iconic Quadrophenia film.
However,
it seemed that Margate had fallen under the radar and we wanted to bring to
life the incredible Mod history that this seaside town has to share.
We were
interested to find out more about the Mods and Rockers in the 1960s, what
influenced the way they dressed and how much fashion really meant to them.
The
original Mods and Rockers from Margate who were there in 1964 shared their
stories of the riots, including throwing deckchairs, arrests and sleeping
overnight in parkas on the beach
What we
found was a deep-rooted desire to 'be different', especially in Mod culture
where every day was a new opportunity to refresh your look, whether it was
clothing or scooters, it was about being way out ahead of the curve.
This sense
of individuality and personal style is also a key component of the Pretty Green
ethos. We strive to deliver clothes that excite our customers and engage their
passion for how they want to look and how clothes make them feel. The birth of
Mod culture is one of the key moments in British history that continues to
evolve and remains close to the heart of Pretty Green.
Margate has suffered years of neglect
but is on the up. What are your impressions of the town today?
Margate
has a rich heritage from its heyday in the Victorian era when it was a popular
holiday location, with its grand Winter Gardens theatre, pier and lido to the
infamous Mod and Rocker riots.
Although
some of the original Victorian structures have been partly lost, the town is
working hard to regenerate and preserve its unique history.
These days
Margate has the Turner gallery opened in 2011 by famous artist and former
Margate resident Tracey Emin, the iconic Dreamland park is set to reopen soon
and the sandy beaches, Botany Bay in particular, put Margate on the map as a
great British seaside town to visit.
How long did you spend in Margate?
Were you surprised by anything here?
We spent
three days shooting our campaign in Margate and really enjoyed the atmosphere
of the town.
We were
taken to visit the Shell Grotto which is a cave deep underground covered in
elaborate decorations made of over four million shells. It was very unexpected
and amazing to see.
Read more
at http://www.thanetgazette.co.uk/#cqc5YyZRgjkW3Fz5.99
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