Activewear brand The Upside has managed to pull in Elle Macpherson to lead their latest campaign.
Shot in Miami, the range includes v neck knits, tees and sweaters, wide-leg, high midi and knit pants, as well as zip jackets and running shorts.
Macpherson has been making splashes into fashion post-COVID, including returning to PayPal Melbourne Fashion Festival after 16 years in 2024. She also collaborated with UK fashion retailer Karen Millen in 2023.
“Choosing to partner with The Upside was an authentic and aligned choice as I believe in the company values and commitment to supporting women in active, simple, beautiful lives,” Macpherson said.
“As I’m a huge fan of The Upside, I thank [founder Jodhi Meares] for creating such perfectly chic and cool girl vibes in her designs. I love comfort and personal style and The Upside embodies that effortlessly cool Aussie spirit.”
Meares, who is also the founder of Tigerlily, said shooting with Macpherson was a dream for her and the team.
“Elle epitomises both inner and outer beauty, reflecting our shared passion for the ocean, the outdoors and an inherent authenticity around looking and feeling well,” Meares said. “Elle is and has always been one of my favourite models.
“My 15-year old self who had Elle’s comp card on my wall would be over the moon.”
The Upside runs four stores in Australia, with three in New South Wales and one in Queensland, and runs an online website.
The brand is also stocked in various boutiques across Australia, including The Iconic and David Jones, and has wholesale accounts with other retailers in New Zealand, the United Kingdom, Europe, Middle East and Asia.