To coincide with its new website launch and winter collection, Sydney-based label Tluxe has unveiled its first digital campaign.
Created by designer Rebecca Powell, the brand offers a wide range of luxury basics made from natural and sustainable fabrics.
As part of a broader strategy to extend the label's reach within the marketplace, Powell decided to explore other mediums of unveiling her latest styles.
“The purpose of the film was to create touchstones around Tluxe – essentially bring the brand to life,” Powell said.“It was a creative project that we have wanted to do for a while, as a natural extension to the traditional look book and photographic campaigns.”
The online launch of the brand's first 'short film' was created with the help of local director Imogen Prado.
Powell said the inspiration for the Tluxe AW12 collection, Perpetual Motion, started with an image of a white owl. “We’ve called the collection Perpetual Motion because that’s how we’re feeling right now, in a constant state of movement,” Powell added.
Powell designed for Topshop, Selfridges and Stirling Cooper before being approached by Australian street and surfwear label, Mambo to create their export collection.
She created Tluxe around a kitchen table in Sydney's Tamarama beach in 2006 as she felt there was a niche in the market for high quality clothing inspired by the ease of the Australian way of life.
It is her first digital campaign and she already has plans for more.
“With our generation's digital revolution it’s crucial to explore as many different media platforms as possible to ensure ongoing exposure and communication with our existing customers, and to reach out to potential new customers,” Powell said. “We are already hooked on using the social networking avenues to connect with our customers, and will continue to use them.”
The brand's website has been updated and relaunched and Powell also plans on developing her export strategy.
Tluxe garments are made in Australia using materials such as bamboo, organic cotton, silk and merino wool, and is available across 60 stockists in all states and can also be bought online.
Click here to see Tluxe's digital campaign.
http://vimeo.com/37110017