Every season Australian fashion retailer MYER shoots lookbook campaigns in unique locations. Surprisingly they have never shot their campaigns outside of Australia.
This year in partnership with South African Tourism, Myer has ventured across the seas to shoot their Spring/Summer 12/13 in South Africa with Myer brand ambassadors Kris Smith, Jennifer Hawkins and Jess Hart. The campaign is called ‘The Colour of Summer’ and lives up to it’s name with lots of bold colours, bright digital and geometric prints supported by the rich earthy tones of Sun City and the Pilanesberg National Park as a backdrop.
It’s the first international shoot for Myer and, when South African tourism approached us to partner with them for the season, it was an exciting proposal too good to refuse. This partnership allowed us to provide something inspiring, new and interesting to our customers and significantly promotes our new season fashions and designers.
It’s quite interesting that Myer has gone into this partnership. They are not usually adventurous like their rival David Jones. I think it’s a great step up for the brand especially since they have taken a great new mix of Australian and international labels. Shooting in a unique location such as South Africa is a metaphor for Myer‘s exploration into new ventures which I hope Australia receives it well.