Fashion chain Saba has launched a fresh campaign to spruik its latest autumn/winter 2012 range - 'A New Dimension'.
The campaign, shot by photographer Todd Barry and styled by Peter Simon Phillips, went live this week and is currently featured both online and in stores.
'A New Dimension' is the third instalment since Saba's spring/summer 2011 campaigns, and a Saba spokesperson said the latest campaign has been tailored to tie into the brand's overall marketing strategy.
“After the success of the spring summer 11 campaigns 'The New Simplicty' and ‘In a A New Light' we wanted to continue the momentum of launching new season campaigns with a new tagline, a new angle. For autumn/winter ’12 – the tagline is 'A New Dimension', but the campaign is still very integrated across all marketing touch-points,” she said.
Saba head designer Claudine Wallis also said the campaign also showcases the “modern progression of the brand's 'modern-classic-with-a-twist' ethos”.
“Being a pioneer of modern day dressing, The autumn/winter '12 collection is a nod to the 60's and 70's. Highlight themes for this season also include; clean couture, jewel tones, colour blocking and animalistic elements. The brand campaign, in 'A New Dimension' was inspired by modern architecture, clean lines and graphic angles to give it an edge”.
The autumn/winter collection is now available in Saba stores nationally and online, with Saba to inject new product fortnightly until the end of June.