Strand Arcade: Spring/Summer 2010 Fashion Campaign

| 30 August , 2010 | Reply

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 the  uniquely Victorian quirkiness that the Strand Arcade is.

Using a simple set with textured details like tonal wallpaper, with a styling nod to their ‘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 – a very popular theme for Spring.

To liven things up Sonya was dressed in flower power from top to toe – 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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Category: Ad Campaigns, Fashion

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