‘Iconic Ilkley’ Campaign Shines A New Light On Town’s Natural Beauty And Youthful Appeal

A bold and striking new campaign titled ‘Iconic Ilkley’ has launched this week, showcasing the town’s breathtaking landscapes and creative community through high fashion, art, and sustainability, aimed at redefining Ilkley’s image and attracting a new, younger audience.

The visionary project is a collaboration between renowned make-up artist Marianna Easter, fashion photographer Xanthe Ellis, designer Charlotte Allen from Alpkit Ilkley, videographer Ellen McAuslan and Sarah Brookfield-Almond from Ilkley Business Improvement District (BID).

The campaign evolved from an initial idea from Marianna Easter to highlight the contemporary creativity in Ilkley, so often inspired by Ilkley’s raw, natural beauty.  She approached Sarah of Ilkley BID to help develop this idea, and ‘Iconic Ilkley’ was born.

At the heart of the campaign is an imaginative fashion collection created by Charlotte Allen, known for her work in garment restoration, repair, and sustainable design at Alpkit Ilkley. Sarah tasked her with transforming discarded outdoor gear, including tents, wetsuits, and bike tubes, into high-concept fashion.

The result is a collection worthy of a fashion editorial spread and deeply rooted in Ilkley’s outdoor spirit.

Among the standout pieces are:

• A Grecian Goddess-inspired gown made from an upcycled tent
• A flowing skirt crafted from an old groundsheet
• A striking top made from bike inner tubes
• A statement piece created from a donated wetsuit, with cut-out detailing inspired by the Ilkley Fountain
• And jewellery made from bike chains and old camping equipment

Pride of place goes to a vibrant orange expedition jacket, worn by a world-travelling explorer, including on Mount Everest, and lovingly restored by Charlotte and her ‘invisible mending’ so its stories and memories could live on.

The fashion was brought to life by four models, Kofi, Lulu and Chela from ‘neo mgmt’ agency in Manchester, and Zana from The Hot Yoga Chapel, Ilkley and were styled and photographed in some of Ilkley’s most iconic locations: White Wells, Cow and Calf Rocks, Ilkley Fountain, and the Old Bridge.

Drawing inspiration directly from the landscape, each look was carefully curated to reflect Ilkley’s heritage, its rugged landscapes, and its beauty.

The imagery captured at Ilkley Fountain featured a striking look that reflected the area’s deep connection to water. With the model’s repurposed wetsuit, sleek, wet-look hair, chalky green eyeshadow, and spiked lashes symbolising the raw and ever-changing natural elements of Ilkley. This look paid homage to the town’s intrinsic link with water, from the moors above to the River Wharfe below.

A warrior-inspired aesthetic at Cow and Calf reflected Ilkley’s Roman past and invoked the spirit of Verbeia, Ilkley’s ancient goddess, and a sunny yellow and orange palette at the Old Bridge, contrasting with the modernistic garments, worked beautifully with the dark greens in the landscape and water, symbolised optimism and renewal.

Talking about the campaign, Marianna Easter said:

“When brainstorming for the shoot it felt important to recognise Ilkley as a whole, both past and present, whilst including nods to the future of the town. This was a true creative collaboration. We all brought something unique whilst respecting each other's individual creative input and worked in harmony to tell Ilkley’s story in a new way.”

Sarah Brookfield-Almond expressed her pride in the stunning visuals saying:

“This has been a completely new direction for us, and I couldn’t be prouder of the results. The shoot captures the essence of what makes Ilkley so unique in such a powerful and artistic way. Charlotte’s collection is nothing short of incredible - to think it all began with me asking if she could make a ground sheet look sexy!”

Xanthe Ellis added:

“This shoot is a heartfelt tribute to Ilkley, the town I’ve proudly called home for the past seven years. It’s truly one of the most beautiful places in the UK, and its recognition as one of the Sunday Times' Best Places to Live is well deserved. From Ilkley Moor to wild swimming spots and ancient stone circles, there’s so much natural wonder right on your doorstep. This shoot aims to honour that raw, untamed beauty and I’m genuinely thrilled that the images reflect it so clearly.”

The campaign aims not only to highlight Ilkley’s stunning scenery but also to shift perceptions and challenge the idea that the town appeals only to an older audience. Through its contemporary, youthful, and eco-conscious vision, Iconic Ilkley reveals the town as both wild and refined, ancient and modern, confident and reserved.

The photos and clothing can be viewed at The Yorkie Cow, 26 Brook Street, Ilkley LS29 8DE from 23^rd October.

For more information, email info@ilkleybid.co.uk

The creative team can be found on Instagram:

Marianna Easter – @sminkmakeupuk

Xanthe Ellis – @xanthephoto

Charlotte Allen – @wonderandstitch

Ellen McAuslan – @emc.content