High-street retailer General Pants Co has launched its latest and largest campaign for the year, as it prepares to dive into the Christmas trading season.
The 'It's a Block Party' campaign, the biggest that the retailer has invested in over the past 12 months, saw General Pants Co throw a party two weeks ago for 100 of its customers, store staff and Sydney fashion bloggers, to shoot the campaign imagery via fashion photographer Bec Parsons.
Grazia magazine's Emma Read styled the campaign, with The Life Without Andy boys and street style photographer Byron Spencer also in attendance to shoot behind-the-scenes content and street style shots.
In addition, Russh magazine videographers Joy Collective filmed the event, to create a video linked to the campaign, which features the pre-release of Flume’s Holdin’ On track, ahead of his breakthrough album launch this week.
Commenting on the campaign, General Pants Co said the concept is an Australian first and a campaign which aims to position the retailer as “the style destination for the party season” with its exclusive product.
To view photos from the campaign, head to ragtrader.com.au's Facebook page.