The Lake District is an upmarket, aspirational landscape.
We know this because the advertising tells us so. The first time I encountered the phrase, it was used in Creative Review magazine about a Land Rover advert, being shot at Tarn Hows. Prior to that, I hadn’t considered Tarn Hows to be upmarket or aspirational. Or Land Rovers, come to that. Clearly, I was deluded.
The latest advertising campaign to be shot in the Lakes is for Sock Shop, purveyors of woollen footwear at railway stations. Again, I didn’t know socks were upmarket and aspirational but I suppose it depends who is wearing them. And where.
This was one of the stories to greet the cartoonist’s eye at The Westmorland Gazette this week. The other which leapt out was a tale of grit. Specifically, the lack of it last winter and the Council’s attempts to stockpile it for this. Apparently, it’s going to be a harsh, upmarket, aspirational winter in the Lakes this year.
The sketches for these two stories are below. I presented them to my upmarket, aspirational editor and you can see which one he chose on the front of this week’s newspaper. Or you you can view it in colour to my upmarket, inspirational website.