Brandbank has launched the first campaign and range for its new fashion brand called Unison.
The launch comes after the retail group exited its Australian license contract with French Connection, with the core transition phase now finalised. This includes the retention of 25 core employees who managed design, human resources and operations for French Connection Australia.
The company has also refitted 11 standalone stores, 48 David Jones concessions and 57 Myer concessions from French Connection to Unison and launched a new website www.unisonlabel.com.
The Unison launch campaign features singer and songwriter Amy Shark, actor Josh Heuston, actor and model Maddison Brown, professional football player Josh Cavallo, and model and activist Zinnia Kumar.
Unison's inaugural collection includes tailored workwear silhouettes, casualwear and basics, with key items including oversized blazers, miniskirts, slip dresses, camisoles, leather jackets, utility pants and denim.
Brandbank CEO Peter Halkett said this is the first large-scale launch of a new brand in Australia for some time.
"We wanted to have something much more specific for the Australian market,” Halkett confirmed. “Much more flexibility [and] an Australian-focused brand with attributes that appeal to the Australian customer. To really design a range that has all the products that we had in French Connection, but more fashion products and slightly more premium.
“Reviewing and deciding to relaunch a new brand allowed the business to position it precisely and exactly how it wanted to, rather than necessarily operate within the restrictions under a license agreement.”