Cult label Somedays Lovin has launched an eclectic new campaign to showcase its "unashamedly off-beat collection" for summer 2014.
Inspired by beach bonfires, vintage surf movies and old school house parties, the ‘Weird Summer’ campaign showcases a summer range set to drop into stores this month.
Key shapes include wrap and kimono style dresses in tropical and animal print fabrications, as well as relaxed playsuits and sleeve tie waists.
Light summer knits and updated cut-offs, overalls and vest shapes in ice blue, snow white and embossed denims also feature heavily throughout.