Seafolly has launched its summer 2020 campaign after a turbulent year.
The swimwear brand entered into administration in June, citing the financial impact of COVID-19.
Seafolly was returned to its owner, private equity firm L Catterton, in August after creditors approved a rescue proposal.
However the swimwear brand continued to face challenges as recently as last month, after five Chinese corporate creditors applied for an injunction in the NSW Supreme Court over the handling of the administration.
Seafolly is hoping to place the year behind it by returning to its roots for summer 2020.
The seasonal campaign has been shot on Bondi Beach, the location of its inception in 1975.
Fronted by local models Georgia Fowler and Charlee Fraser, the season features several collections.
The first collection, SEA DIVE, is inspired by the 70’s with textural fabric in bold colours.
The minimalist range features a high-rise pant, one shoulder bandeau, and deep cut one piece.
The second collection, WILD ONES, features an animal print and new shapes with basket weave ring detailing.
Meanwhile THRIFT SHOP takes inspiration from vintage florals and retro colours with CHECK IN featuring a new gingham print and fabricated from reversible European knit.
Two collections have been printed on sustainable REPREVE recycled nylon.
SUMMER MEMOIRS features watercolour hues with vintage-inspired florals and abstract blooms, with NEW WAVE featuring a modern abstract print.
Seafolly is sold in over 2,700 doors in 41 countries, through its own channels, leading retailers and major online sites.
There are 26 SEAFOLLY concept stores, 21 in Australia and four in Singapore.
The company ships to Australia, Singapore and the US through its own ecommerce site.
Seafolly also operates another swimwear and apparel resort brand, Jets.