Spring teases us. Between the sunny days and blossoming flowers, summer beckons, inviting us to bask in long summer days and indulge in balmy nights. Spring is also when summer campaigns start to appear to showcase this season’s fashion offering.
Earlier this month Portmans launched a new campaign via Jane, Melbourne, starring Australian beauty Jess Hart. Wanting to appear as an international fashion label, Portmans wanted a campaign that elevated their brand. The television commercial highlights Portmans’ summer range while injecting a level of luxe through the New York location.
This led us to revisit a campaign we created for Portmans. The old campaign embraced the Australian lifestyle through a casual yet corporate, stylish yet textural fashion and accessories range distinctive of our glorious summers.
The campaign chronicles 24 hours in the life of three girlfriends as they go about their day (in a collection of stunning Portmans outfits) culminating in a celebratory drink on a perfect summer evening.
With a heavy focus on accessories, the campaign encapsulates the playfulness of an Australian summer day and positions Portmans in the heart of it all.
To engage the target audience, young Australians, the campaign was launched in Cleo and carried through to visual merchandising and point of sale materials.