It took a while, but we got there! A few poorly timed snap lockdowns cross border challenges, and delivery delays really dropped a few curve balls into our Spring Summer launch plans. We were forced to postpone our shoot twice and make some model changes and changes to the team due to other work commitments. But if any lessons were learned this past couple of years, adapting and rolling with the flow would be the most valuable. So that's what we did.
After shortlisting a few models earlier this year, we were captivated and kept coming back to Queensland born model Shimma Marie. Shimma exudes the effortless beauty and confidence of someone who knows herself and is entirely at home in her own skin. We believe every person is unique, and all bodies are beautiful, and Shimma absolutely embodies this. And since we aim to get across this simple message in every conversation via our website, imagery and social media, we felt she would be the perfect person to do this for us.
Postponing the shoot meant that we weren't sure Shimma would be able to get back home again after crossing the Queensland border to Byron Bay, where we had decided to shoot this year's campaign. As it happened, (to coin a phrase often overheard in Byron) the universe was on our side. We held our nerve and stayed on course with our original plan, and everything turned out spectacularly in the end. Thanks to a strong breeze, it turned out our A team almost had the beach to themselves. Good for us, not as much fun for the guy tasked with holding up the backdrop you can see below. 🙌🏽
The edited campaign is coming in hot very soon, but in the meantime, we wanted to share our behind the scenes snaps with you so you get an idea of how it all came together. We hope you enjoyed them!
We start with the best quality fabrics and design our shapes to be flattering, comfortable, functional and above all, to make you feel good.
We work hard to make sure you don't have to just "make do" with swimwear that just doesn't fit, feel good, or last the distance.