Australian women's fashion brand Minkpink will launch its first global campaign at the end of the month.
The label, which launched in Sydney in 2005, has built a firm base of customers in its home country over the years, but the team of young female designers behind it say they are now ready to take the business to the next level.
For the first time the brand has enlisted help from a creative agency to shoot a brand 'unified' campaign – which includes a one minute fashion film clip.
The campaign was filmed in Sydney and instead of representing a particular season, Minkpink marketing manager Amy-Louise Hoare said its aim is to represent the 'brand's personality as a whole'.
From now on Minkpink will invest in two global campaigns a year which will be launched digitally online and via stockists.
“We wanted the biggest and the best in terms of arts direction and photography for the campaign,” Hoare said. “It is more about creating one unified image and as the brand's roots are in Australia, this is reflective in our new global campaign.”
With more than 1,000 stockists across Australia and New Zealand and some in Europe, the USA, Canada and the UK, Hoare said the aim is to really 'push' the brand internationally from now on.
“We haven't shouted and screamed about the brand we have just let it grow fairly and very organically and this is one of the reasons we have such a great customer base,” Hoare said.
From Sydney suburb markets to boutiques and online store Market HQ, Minkpink's vintage and street-style clothing and accessories can be found on a variety of retail platforms.