Activewear brand The Upside has launched its first major concept campaign - recruiting big local names to push its message.
The 'Be You.' campaign features five successful women in a creative framed around celebrating individuality.
Be You. was shot by renowned Australian photographer Steven Chee and features David Jones ambassador Jessica Gomes; environmentalist and plus-size model Laura Wells; three-time Ironwoman champion Courtney Hancock; General Pants design director Pip Edwards and; Australian ballet dancer Vivienne Wong.
The Upside was launched by Tigerlily founder Jodhi Meares via theupsidesport.com in 2013.
The brand has subsequently launched its first stand-alone store in Sydney and is stocked by retailers David Jones, General Pants, NET-A-PORTER.com, Urban Outfitters, Stylerunner.com and Modesportif.com.
