Campaign is putting the spotlight on the City of Discovery’s most inspirational talent
Overgate, Dundee has announced climate activist and Scotland’s Influencer of the Year 2024, Laura Young, as the new star of the centre’s #DYNAMICDUNDEE marketing campaign.
Aiming to celebrate the City of Discovery’s most inspirational people, #DYNAMICDUNDEE is shining a spotlight on those living and working in the city who are making a positive contribution to Scotland. The talents featured in the Overgate campaign come from a diverse field including the arts, the environment, sport, entrepreneurship, food and drink and the charity sector, each embodying the dynamic spirit of Dundee.
Named one of the world’s top 20 leading “climate creators” in recognition of her campaigning work on social media as “Less Waste Laura”, Laura is the country’s go-to voice on climate-related issues. A regular speaker on the world’s biggest stages including COP 28 with King Charles, and a familiar face on national and international television, Laura’s positive activism reaches across the most important, and most challenging, environmental issues of our times. These include highlighting the environmental impact of single-use plastic disposable vapes – which she has been instrumental in forcing a government ban on (coming into force on 1st April 2025), plus expanding the public conversation on both the LEZ Scheme and the Deposit Return Scheme.
A resident of Dundee, Laura’s balanced and considered knowledge, and engaging social content, sees her acknowledged as ‘the ultimate ethical influencer: fierce, fearless and fantastic, and one of the greatest champions for the environment we are lucky to have’.
Taking time out from her busy schedule, Laura stepped into the fashion flashbulbs with The Vine and top photographer Julie Howden for the #DYNAMICDUNDEE campaign shoot, which took place within Overgate as well as at iconic city landmarks including V&A Dundee and Magdalen Green.
Launched as part of this year’ Earth Day, Laura proves through the campaign that style can also be sustainable by modelling a range of eco-friendly collections from Overgate. These include Regatta’s Honestly Outdoor range which is made with recycled materials, as well as the store’s Mindfully Made collection which transforms CO2 emissions into yarns, uses algae in the soles of its footwear, and a plant-based and PFC-free water repellency treatment in its outdoor clothing. Also showcased in the #DYNAMICDUNDEE campaign is the Better Cotton initiative from Next which helps cotton farming communities survive while restoring the environment, as well as the brand’s EcoMade denim range made from 100% textile waste. New Look features too with its Kind range. This now accounts for over 60% of products stocked in New Look and is made with eco-responsible materials produced from sustainably sourced wood and pulp in FSC-certified forests recycled polyester, and uses up to 50% lower emissions in the manufacturing process.
Speaking about starring in #DYNAMICDUNDEE, Laura says:
“I am delighted and honoured to take part in the #DYNAMICDUNDEE campaign, shooting in the city I call home.
“This is the first professional fashion shoot I have done and I am pleased to be able to highlight the encouraging initiatives some brands are now implementing in an effort to offer collections which are both stylish and sustainable.
“Through simple steps such as investing in key wardrobe staples which will last across multiple seasons, repairing instead of discarding, embracing pre-loved, and making more conscientious buying choices such as the eco-friendly ranges seen here in the shoot, we can all collectively drive the change needed to help the environment.”
Malcolm Angus, Centre Manager of Overgate commented:
“Laura is a truly inspirational ambassador for Dundee, and Scotland, and we are delighted to be celebrating her achievements through the #DYNAMICDUNDEE campaign, particularly as we launch it on Earth Day.
“It is clear how passionate Laura is about promoting the urgent need for all of us to do everything we can to respond to the climate emergency. Overgate is taking its responsibility seriously to introduce as many environmentally sustainable practices across the centre as quickly as possible, and it is encouraging to see this ambition being scaled out across major retailers too.
“We would like to thank Laura for being part of our campaign and for everything she is doing to make the planet a better place.”
To find out more about #DYNAMICDUNDEE, visit www.overgate.co.uk
