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. 🙌🏽