Local label Howard Showers has shot a new campaign starring Vogue 'it' girl and international model Lydia Willemina to promote the launch of its latest collection.
The campaign, photographed by Stephen Chee and styled by Vogue Australia's Penny McCarthy, will officially launch next month to showcase a selection of the new Howard Showers autumn/winter range.
The brand is operated nationally by The Discovery Group, which also owns womenswear labels Charlie Brown and Lili.
The Discovery Group CEO Danny Avidan said this latest campaign for Howard Showers also represents a change for the brand, which is shifting to a greater fashion focus.
“Howard Showers is growing in the fashion industry and while also maintaining its basic wardrobe fundamentals it stays on trend. This year we wanted to focus more on the clothing as well as the fashion trends that Howard Shower's latest collection emphasises, and in doing so engaged Lydia Willemina,” he said.
“In addition we have developed new and fashion forward styles monthly to compliment the range allowing us to capitalise on consumer demand and preferences within each season. We will deliver 260 styles per season that refreshes the look and theme of past collections and builds the foundations for new collections and trends.”
Howard Showers currently supplies 150 stockists nationally, including department store Myer.
Advertising point-of-sale banners for the fresh campaign will feature in stores from next Monday, with Myer also set to advertise the campaign in the next issue of the Myer Emporium magazine. The Howard Showers autumn/winter 2012 range will arrive in stores via weekly drops throughout February, with product to retail from $139 for tops, up to $499 for evening/embellished pieces.