High street giant Glassons, part of New Zealand-based retail group Hallenstein Glasson Holdings, has launched a fresh campaign with a celebrity twist.
The campaign, for the summer range to be released from this month, features twin singing duo The Veronicas, and also marks the first campaign under the brand's newly appointed creative director.
Shot by Clement Pascal (who has worked with likes of Zac Posen and Kitsune, among others) and styled by Jules Sebastian, Glassons has produced and published a 56 page magazine, filled with campaign imagery.
The magazine will also feature interviews with musicians including The Veronica’s, DJ Ruby Rose, The Faders, and Grimes.
The magazine will be distributed throughout Australia and New Zealand, with six different stories within the collection to be released over summer, ranging from festival inspired looks to more glamorous for special evening occasions.
Commenting on the campaign, Glassons said the addition of The Veronicas marks the start of a new direction for the brand.
“Coming into the festive season, music is more important than ever. In the past it might have been Christmas carols we heard, but its now music festivals that create the memories of this time of the year.
“The Veronicas are an iconic part of the Australian music industry and are also about to launch their new album throughout this period; and rather than using models we wanted to support talented strong woman who are influential in our market. As a brand Glassons looks to make the aspirational accessible, just like the success of the women used in the campaign, they are normal girls just like our girls who have gone on to achieve amazing feats. So we believe the best way to reach the market is through aligning ourselves authentically with influential members of the community.
“Fashion and music go hand in hand and is a hugely important part of popular culture.”
To view more photos from the campaign, head to Ragtrader's Facebook page.