SHINE ON: Blame it on the wet winter skies and cold wind in London: British fashion and luxury houses are dreaming of the great outdoors, setting their spring ad campaigns in the warmth and sunshine.

Mulberry stayed close to home this season, with a campaign shot by Tim Walker in Brighton. Models Frida Gustavsson and Lindsey Wixson frolic on a beach festooned with giant props, including giant melting ice cream cones, candy sticks and striped paper bags. The campaign channels the spirit of creative director Emma Hill’s latest collection of eye-popping primary colors, thick, circus-tent stripes and animal prints. Her spring collection was inspired, she said, by memories of English family holidays — often on a drizzly beach.

This story first appeared in the January 10, 2012 issue of WWD. Subscribe Today.

Ronnie Cooke Newhouse served as creative director and produced a film of the campaign, shot on a 16 mm camera. The film, set to the music of “Walking in the Rain,” by Flash and the Pan, will air on on Monday. The print campaign will break in the February edition of British Vogue, which hits newsstands on Monday.

Pringle of Scotland traveled to the valleys of Switzerland for its campaign, which was shot by the New York-based photographer David Benjamin Sherry, who also serves as the spring men’s wear model. The female models are Kati Nescher and Suvi Koponen, and the campaign is set in the rocky and dramatic Verzasca Valley, not far from Lago Maggiore. The images have been made into collages and have a bright, hyper-real feel to them.

“I wanted to explore the artistic links that Pringle already had — and I wanted a surreal backdrop,” design director Alistair Carr told WWD. “I didn’t want a ‘typical’ Scottish backdrop — I didn’t want it to look like anywhere specific.”

Pringle’s ads will break in WWD Men’sWeek in February, and in the March issues of V Magazine, British and American Vogue, i-D, and Dazed and Confused.

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