– Campaign –
My role: Art direction and photography
Mimi Holvast is an Australian clothing designer who makes each piece by hand with locally sourced, sustainable materials. After completing her debut womenswear collection, Holvast approached me to art direct and photograph a campaign that would serve as a cornerstone for her brand's visual identity.
The challenge: How do you assert a fashion brand's position as sustainable, fashion-forward, and contemporary?
The solution: We created a campaign set on the iconic cliffs at Royal National Park that presents a playful take on modern femininity. The striking natural landscape juxtaposed with the models’ lackadaisical poses and worn garments, highlight the wearability and functionality of Holvast’s designs.