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:: Spotlight :: Myer Spring Summer 2012/13 Fashion Campaign

By: Carmine Pascuzzi

Myer recently produced their Spring Summer 2012/13 advertising campaign in the picturesque and stunning location of South Africa in partnership with the South African Tourism Board and with the support of South African Airlines and the South African Government. The diverse landscapes of Pilansberg National Park in South Africa made for the perfect backdrop, ranging from lush forests, soaring mountains, stony deserts, verdant grasslands and African savannahs. Myer’s Spring Summer campaign takes us on an adventure to the land of light and colour with warm sunsets, vibrant and exotic animals and a culture rich in pattern and print that support the dominant theme of colour this Spring Summer 2012/13 season.

Myer Ambassadors Jennifer Hawkins, Jessica Hart and Kris Smith headline the campaign along with international models Caitlin Lomax and Vinnie Woolston. The campaign photographed by Will Davidson and styled by Naomi Smith features a great range of renowned Australian Designers including sass & bide, Ellery, Fleur Wood, Manning Cartell, Jayson Brunsdon, Nicola Finetti, Morrison, Aurelio Costarella and Toni Maticevski.

Myer Ambassador Jennifer Hawkins was thrilled to be shooting in this location saying, “It was a wonderful opportunity for Myer to be shooting the Spring Summer 2012/13 campaign in such a striking and inspirational location. The Spring Summer fashion is fun and exciting with the use of bright and vibrant colours and patterns, I know that the Myer customers are going to love it.”

Another Myer Ambassador Jessica Hart travelled from New York to shoot the Spring Summer campaign and stated, "I was so excited to be in South Africa shooting the Myer Spring Summer campaign. I’d been there before and it is beautiful. South Africa has a combination of nature, wildlife, adventure, & culture. I wish I could have spent more time there.”

Inspired by new fashion and new frontiers, South Africa set the scene perfectly for our spring summer collections. Women should embrace prints, colour and texture. Be inspired by bold brights from Magdalena Velevska and Wayne Cooper and soft pastels from Manning Cartell and Ellery. Nicola Finetti and McQ by Alexander McQueen have featured psychedelic prints, with sass & bide embracing jigsaw - style clashes. Jayson Brunsdon, Fleur Wood and Morrison have touched on texture, whether it be embroidery, lace or leather detailing.

Be inspired by ‘the colour of Summer’ this season at Myer.

Ellery and Manning Cartell Kate Sylvester
Nicola Finetti & Morrison