As we celebrate 5 years of curating women's wardrobes I am delighted to share with you our latest campaign Seoul Mates. For those who don't know I am a South Korean adopted Australian so there is this extra layer of intimacy and connection woven into this season's campaign. When I was heavily pregnant and navigating through the beginning of our business I knew that I wanted to use imagery that really embodied the style and mood of our brand. This resulted in me venturing down a Pinterest rabbit hole and discovering Eddy who at the time was a young South Korean photographer. Despite language barriers we understood the message we were trying to convey. As our businesses and career grew, a pandemic created barriers we were finally able to circle back to each other.

 

It felt so surreal to be standing in the Mimesis museum this summer shooting our campaign. The balance between European Architecture with touches of Danish furniture, minimal concrete and an asian themed garden fit so perfectly in line with our brand. We created so many beautiful images that I can't wait to share with you over the coming weeks. Five years later and I feel incredibly blessed to have the opportunity to create beautiful pieces for amazing women. Thank you so much for being part of this adventure with us.