National Trust x Le Chameau Collaboration

This project brought together two iconic British institutions, Le Chameau and the National Trust, in a limited-edition collaboration celebrating 60 years of the Vierzon boot. My role spanned product development, partnership management, brand positioning, and campaign creation, shaping the project from early concept through to final launch.

From the outset, I helped define the ambition for the collaboration: to create something that felt quietly iconic, rooted in heritage, but relevant to where the brand is going next. Working closely with our product team and factory partners, I helped lead the design and development of a refined Vierzon boot. We introduced a new oak-inspired colourway, Vert Chêne, and re-engineered key components of the boot including the insole, strap, and buckle to make this version our most sustainable to date.

One of the standout design features was the bespoke jersey lining, developed in-house with textile designer Jessica Dawson. Taking the 'C' from the Le Chameau logo, we created a repeat print that drew inspiration from architectural details found in National Trust properties, combined with monogram patterns used in heritage fashion houses. The result felt both timeless and modern, avoiding obvious branding while still offering a unique visual identity for the collaboration.

Beyond the product, I was responsible for managing the partnership with the National Trust, aligning our goals across brand, ESG, and production. This included navigating their sustainability requirements, ensuring we met all ethical standards, and adapting the product roadmap to support more responsible production runs. We consolidated colourways and reduced waste by engineering the lining print to work efficiently in production, ensuring the collaboration met both creative and environmental standards.

On the brand side, I helped position the collaboration under the idea of "A Natural Collaboration Between Two Icons of the British Outdoors," shaping the messaging to feel premium, purposeful, and emotionally resonant. This collaboration was also positioned as a prelude to our Work Hard. Play Hard. Autumn Winter campaign, helping to build narrative continuity across the year.

Finally, I led the development of the campaign itself, balancing storytelling, content creation, and retail support. As part of this, I made the decision to reduce our shoot count from four to two to protect budget and bandwidth for core Autumn Winter range storytelling, while still maintaining asset diversity by coordinating additional content capture through our internal teams.

The end result was a purpose-led product and campaign that honoured both brands’ values: heritage, conservation, craft, and quality. With 10 percent of proceeds supporting National Trust conservation work, the project delivered not just a product, but a statement about what it means to walk with purpose, through places that matter.