BID Projects & Campaigns, Term 2

Iconic Ilkley

Iconic Ilkley: Redefining Our Town’s Image

The ‘Iconic Ilkley’ campaign is a bold, visual project launched by Ilkley BID to update and redefine the perception of our town. The campaign’s purpose is to showcase Ilkley’s stunning natural environment and its vibrant creative community, appealing specifically to a new, younger audience.

The Purpose of Iconic Ilkley

Ilkley has long been celebrated for its beauty, heritage, and high quality of life (including its recognition as one of the Sunday Times’ Best Places to Live). However, this recognition often comes with the challenge of shifting perceptions that the town primarily appeals only to an older demographic.

The Iconic Ilkley campaign was created to:

- Attract a Younger Audience: By presenting Ilkley through a contemporary, fresh, and high-fashion lens, we aim to demonstrate its relevance and appeal to younger residents, visitors, and potential entrepreneurs.
- Highlight Modern Creativity: The project showcases the exceptional talent within our local community, emphasising that Ilkley is a hub for modern art, design, and sustainable living.
- Shift Perceptions: We aimed to challenge the idea that Ilkley is solely ‘reserved’ or ‘traditional,’ revealing it instead as a place that is both wild and refined, ancient and modern, confident and reserved.
- Champion Sustainability: By making sustainability central to the creative work, we are promoting eco-conscious values that align with the concerns of modern audiences.

What the Campaign Involved

The campaign was a true creative collaboration that blended high fashion, art, and Ilkley’s iconic landscapes. The project brought together a visionary team of local creatives, including renowned make-up artist Marianna Easter, photographer Xanthe Ellis, and designer Charlotte Allen from Wander and Stitch (formerly of Alpkit Ilkley).

At the core of the campaign is a unique fashion editorial rooted in Ilkley’s outdoor spirit, designer Charlotte Allen was tasked with transforming discarded outdoor gear into high-concept garments. The collection demonstrated exceptional craftsmanship and commitment to upcycling and sustainability, featuring pieces such as:

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

The fashion was brought to life by professional models styled and photographed at some of Ilkley’s most iconic locations, drawing direct inspiration from the landscape:

Cow and Calf Rocks: Featured a warrior-inspired aesthetic, referencing Ilkley’s Roman past.
Ilkley Fountain: Captured a look reflecting the area’s deep connection to water, utilizing a repurposed wetsuit and ‘wet-look’ styling.
White Wells & The Old Bridge: Used contrasting palettes and modernistic garments to symbolise optimism and renewal.

Amplification and Exhibition

To ensure the campaign reached a wide demographic, Ilkley BID executed a proactive media strategy, submitting numerous press releases to secure local and county-wide exposure.

The results—the stunning photography and the upcycled fashion pieces—were showcased to the public in an initial exhibition held in October 2025 at The Yorkie Cow in Ilkley. Due to the powerful impact of the work, Ilkley BID intends to move this exhibition to another location outside of Ilkley to broaden the town’s exposure and continue shifting regional perceptions.

The Result: A New Story for Ilkley

The imagery is a powerful and artistic reflection of what makes Ilkley unique. By juxtaposing high-fashion editorials with Ilkley’s rugged natural backdrop and heritage, Iconic Ilkley successfully tells the town’s story in a new, compelling way. It visually confirms that Ilkley offers both the tranquillity of its natural wonders and the dynamic energy of a modern, creative community.