Department store Myer has teamed up with 15 fashion bloggers for its latest campaign.
Coinciding with its autumn/winter 2012 collection, the Myer Miss Shop Blogger Project is a collaboration with pop-culture website www.pedestrian.tv, 14 Australian fashion-focused bloggers and one international blogger.
Contributors include Alexandra Spencer of 4th & Bleeker, Nicole Warne of Gary Pepper, Jessica Stein of Tuula, Mandy Shadforth of Oracle Fox and Zanita Morgan, among others.
Each blogger will have a series of three photographs released showcasing them in one of the key Myer Miss Shop AW/12 trends.
The visual trend themes include Prim and Perverse, Sixties Pop, Country Girl and Luxe Grunge.
Each blogger’s photos will be released throughout March with the shoots premiering simultaneously across www.pedestrian.tv, the bloggers' own sites, Miss Shop online and associated social media sites.
Co-founder of www.pedestrian.tv, Chris Wirasinha, said the Myer Miss Shop Blogger Project will be the largest and most expansive fashion blogger campaign ever undertaken in Australia.
We’ve had girls flying in from as far as Perth to undertake editorial shoots with top Australian photographers,” Wirasinha said. “The combined audience of Pedestrian TV and the blogs will see Miss Shop reach an online audience of over one million potential customers.”
The images have been photographed by Nirrimi Firebrace, Thom Kerr, Akila Berjaoui and Elvis Di Fazio.