Dr Martens’ new Autumn/Winter campaign unites all of the codes that make up its brand image. Unmistakably British, featuring models Agyness Deyn and Ash Stymest, the ads were shot by legendary photographer Gavin Watson, who is known for his photos of British subcultures. The campaign captures a sense of youth and rebelliousness, in a cheeky and charismatic manner.

Agyness Deyn and Ash Stymest for First & Forever

Named First & Forever, the campaign also includes an interactive web page which invites people to remember their “first times”, such as the first time they wore a pair of Dr Martens’ shoes, in an attempt to make the brand eternal.

The brand’s previous 2010 campaign celebrated Dr Martens’ 50th anniversary. Since then, the label launched a Spring ready-to-wear collection, which is currently sold only in its biggest markets, such as the UK and the United States.