Seafolly has launched a new brand direction with its latest campaign 'Own Your Folly.'
The new direction centres around inspiring women to embrace the freedom and mischief of the Australian attitude.
Seafolly CMO Adriane McDermott said that the brand decided to invest into a stronger story to communicate its values.
"We decided it was about time we invested in building a stronger brand narrative.
"Women today want to belong to brands that liberate them to embrace who they are and share their beliefs.
"The Own Your Folly campaign does just that, in a playful way. It allowed us to break our own rules to remind women what the benefit of great fit can do for their inner confidence," she said.
The campaign has been rolled out across TV, cinema, retail screens, bus megasides, billboards and YouTube. It will also invite women to engage on socials by tagging their 'partners in folly' throughout summer.