Mosaic Brands' W.Lane has named a new ambassador; Australian TV presenter, model and mum Sophie Falkiner.
The partnership begins with Falkiner fronting the brand's Mother's Day campaign.
The campaign will be communicated both in-store and online and begins with an Instagram takeover today with the #mumsofwlane messaging.
Mosaic Brands CEO Scott Evans welcomed Falkiner's ambassadorship.
"We’re really excited to have Sophie on board.
"She’s one of the most recognisable faces in Australia, from her work on The Great Outdoors, Wheel of Fortune and Sydney Weekender.
"W.Lane is all about effortless style, natural fibres and embracing new experiences, which is why Sophie’s timeless style and sophistication perfectly embodies the W.Lane brand," he said.
Falkiner echoed Evans' comments.
"I love W.Lane because of their use of natural fibres.
"Their clothes are timeless and can be dressed up or down.
"They’re elegant and sophisticated but can also be super casual," she said.
W.Lane is one among nine of Mosaic Brands' portfolio, which also includes Rivers, Noni B and Millers.