The concept for using the Michael Clark Company performance in Pringle of Scotland’s anniversary campaign is rooted in the idea of merging the timeless craft of knitwear with the fluidity and dynamism of contemporary dance.

The campaign, titled “Knit to Move,” aims to celebrate the intersection of fashion, art, and movement, highlighting Pringle of Scotland’s heritage and modernity through a performance that embodies the essence of their knitwear—flexibility, strength, and elegance.

Just as dance captures fluidity and expression, Pringle’s knitwear is designed to move seamlessly with the body, providing comfort and elegance. The campaign seeks to demonstrate how Pringle’s garments enhance the natural movements of the body, making them ideal for dynamic lifestyles.

This is why the Michael Clark Company, known for its innovative and boundary-pushing choreography, was the perfect choice to embody this vision.