PDC Creative launches Spring/Summer campaign for iconic fashion arcade
Announcement posted by PDC Creative 27 Aug 2012
SYDNEY, 27 AUGUST 2012: PDC Creative has unveiled the latest Strand Arcade Spring Summer 2012-13 campaign all the way from Rajasthan, India.
Shot outside Australia for the first time, the PDC Creative team led by creative director Caroline Poiner & renowned photographer James Pipino were drawn to the location’s enchanting mix of traditional charm and dynamic culture. It was the perfect backdrop to showcase the Strand Arcade’s contemporary designers.
The shoot, starring model-of-the-moment Nicole Pollard, makes the most of the distinctive desert landscape with stunning Spring Summer looks from some of Australia’s leading designers – including Alex Perry, Lover, Ms. Couture, Lisa Ho, Leona Edmiston, Manning Cartel, Jayson Brundson, Anaessia, Dinosaur Designs and Terry Biviano.
The fashion is set against the grandeur of the historic Neemrana Fort-Palace. Built in 1464AD, the palace and surrounding village of Neemrana are reminiscent of a time forgotten and the ancient architecture, the earthy textures and curious locals captured in the shots deepen the authenticity of the campaign.
Both PDC Creative and The Strand Arcade have partnered with Artisans of Fashion (AOF), a globally focused initiative supporting the next generation of artisans by promoting the extraordinary craftsmanship that goes into so many of today’s luxury brands. This partnership has allowed Strand Arcade to own this space, with the ‘Art of Authenticity’ campaign clearly differentiating the centre in the competitive retail market.
The artistic compositions and story telling style of the photo shoot, reinforced with messages of cultural sustainability through the partnership with AOF, were used to engage the Strand’s fashion savvy, educated, globally aware and socially conscious audience.
The campaign is currently on display in the Strand Arcade on Level 1. The Artisans of Fashion exhibition is displayed on Level 2 (until 28th October).
Behind the scenes video link http://vimeo.com/47921459
Facebook – http://www.facebook.com/pdccreative
CREDITS
Agency: PDC Creative
Creative Director: Caroline Poiner
Photographer: James Pipino (Unsigned Management)
Model: Nicole Pollard (Chic Model Management)
Stylist: Vass Avanitis (Unsigned Management)
Hair & Makeup: Julie Provis
Behind the scenes: Robyn Beeche