Global fashion e-tailer Boohoo has announced Australian influencer Steph Claire Smith as the official face of its exclusive Australian capsule.
The announcement comes alongside the brand's focus on the Australian market launching curated collections inspired by its Australian customer.
Boohoo's co-founder and joint CEO explained the need for an Australian only shoppable collection.
“Boohoo recognised the strength in the Australian market and wanted to extend its focus purely on the fun and fast Australian girl.”
The e-tailer's Australian country manager Madeline White said Smith was the perfect person to align with its customers.
“As a brand we align with ambassadors who we know our customers have a connection with.
“Boohoo is all about offering something for everyone, which is why Steph Claire Smith is the perfect fit for us.
“She produces relatable and real-life content, featuring the latest fashion trend whilst promoting body positivity, which aligns with Boohoo's core values.”
To start the alignment, Smith will feature in the brand's upcoming campaign alongside the Boohoo Girl Gang made up of Australian influencers Jessica Roche, Kate Was and Indy Clinton.
“I am really excited to be working with such a well-known and respected brand.
“I have a lot of family in England and I knew about Boohoo before it grew in Australia.
“I love that Boohoo keeps 'what's hot' now in fashion affordable and accessible.”
The campaign with Smith and the Boohoo Girl Gang showcases the series of exclusive Australian capsules designed with key calendar dates in mind.
The capsules are dropping and shoppable online now until February 2019.