Be inspired by the Fashion Fairy Tale of Sydney’s iconic Strand Arcade with their latest Spring/Summer 2010 fashion campaign, photographed by James Pipino and styled by Vass Arvanitis, Hair & Make-up by Julie Provis featuring model Sonya Kukainis.
The creative concept of the campaign perfectly captures the quirky, whimsical brand essence of Strand Arcade while embracing a high-fashion, editorial style taking inspiration from theÂ uniquely Victorian quirkiness that the Strand Arcade is.
Using a simple set with textured details like tonal wallpaper, with a styling nod to their â€˜Alice In Wonderland\’ inspired narrative of previous seasons, dozens of red roses and a white rabbit give the campaign a quirky twist.
Stylist, Vass Arvanitis commented: “This season is sweet and feminine. Think short flirty lengths, frills, lace and sash belts. Add a a hint of 50\’s charm with candy-coloured prints, nipped-in waists, full skirts and bow details. In this story we opted for ruffles, soft gathers and draping in shades of nude â€“ a very popular theme for Spring.
To liven things up Sonya was dressed in flower power from top to toe â€“ layering prints and playing with proportions for a more modern take on the floral look. The essential piece for this summer is a short draped dress in a neutral palette of soft pink, beige or off white.”
Watch the video for tips on our upcoming Spring/Summer season\’s hottest looks, the inspiration for the campaign and all the behind the scenes action:
Campaign picture perfect!
Courtesy of The Strand Arcade
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