Superdry has unveiled its first snow campaign shot in the southern hemisphere.
The campaign was shot at the Remarkable Mountains of New Zealand and features local Kiwi snow lovers Jesse Cassrels, Tanya Stone and Tim Westerkamp.
Marking the release of the brand's seventh annual snow collection, the campaign showcases the bold colours and accessories in the range, Superdry head of marketing and PR Matthew Iozzi said.
"The brand is incredibly proud of its ability to blend high quality performance technology with iconic style," he said.
To complement the apparel collection, Superdry has also partnered with US snowboard and ski brand, Gilson to release a range of boards, skis and helmets to further enhance its focus on the sport.
"This partnership shows our dedication to the snow category and to snow performance in general beyond the traditional bounds of fashion retail," Iozzi added.
Iozzi also suspects that snow fields in New Zealand will be inundated with visitors, following last year's lockdowns and inability to hit the slopes.
"With household savings at an all-time high and the ability to travel overseas still not a reality, we are confident that this will continue to have a strong impact on local spending and expect the snow resorts to benefit from this," he said.
The Superdry Snow collection is available now in store and online for men and women and retails for between $39.95 and $579.95.
Photo credit: Snapt NZ and Ryan Quirke