Australian fashion brand Petal & Pup has begun rolling out a global evergreen brand campaign, which marks the official debut of its evolved identity.
The campaign will roll out across Australian out-of-home media through February – across high-impact billboard and transit placements, and will then be rolled out in the United States in March.
The campaign will introduce Petal & Pup’s new branding, covering its Brisbane beginnings with its international presence, most notably in the US market. Petal & Pup is owned and managed by A.K.A. Brands, a holding company in the US that also manages Culture Kings and Princess Polly, two other Australian brands.
Petal & Pup is a womenswear brand with pricing in the double-digits to low triple digits. It is sold through online channels in the US and Australia, and holds wholesale and retail partnerships with Nordstrom and David Jones.
“As we continue to grow globally, this campaign signals our long-term vision, confidence, and belief in building a brand that feels warm, emotive, and deeply connected to its community,” Petal & Pup president Victoria Estella Perry said. “Petal & Pup was born in Australia, and while the campaign is rooted in where we began, its message is universal.
“It celebrates togetherness, femininity, and the shared joy of dressing for life’s moments with women everywhere.”
The campaign was shot entirely within Australia, featuring nature-inspired visuals, including Australian florals such as the brand’s signature Protea.
The launch also introduces the brand’s new tagline, “Aussie Born. Loved Everywhere”, as well as a refined logo, revised colour palette and new visual identity.
The global campaign launched on February 9 in Australia and will launch on March 2 in the United States.