It’s a continuing trend for fashion brands to forgo models in favour of influencers and celebs in their campaigns – prob cos we recognise the faces and therefore will look at the pics, leading to us going “hot damn that skirt is FIRE I must buy now pls take my money bye”. Or something along those lines.
Sportsgirl‘s done one better – they’ve forgone models in their latest campaign, but instead of just popping in a bunch of people famous for taking bikini pics, they’ve chosen four semi-profesh AFL players instead.
AFLW is a hot topic atm – the first season happened at the start of the year, and it was a huge success. Eight clubs played this year, and by 2019 it’s looking like that’ll double – plus AFLW is doing it’s first State of Origin next month, so there’s that too.
The players starring in the campaign are Kaitlyn Ashmore from the Brisbane Lions, Louise Stephenson and Nicola Barr from the Greater Western Sydney Giants, and Darcy Vescio from Carlton FC.
“Sportsgirl takes cues from what Australian girls find aspirational to create our campaigns,” says Colleen Callander, CEO of the campaign. “To achieve this authentically and holistically, we are shooting real girls, that our customers look up to, that have diverse skills and artistic abilities.”
Oh, and the fashion is primo, too – the campaign centres around their new ‘Club Havana‘ inspired summer threads, and I for one need this entire 70s’-commune-hippie getup in my life immediately.
Hit up their site now to shop the collection – it just dropped today.
