Actress and TV host Samantha Harris and Australian model Elyse Taylor appear in the new Oroton 2012 campaign.
Oroton, an Australian luxury fashion brand known for combining elegance with contemporary style, is promoting its new collection through a cool, mostly black and white campaign photographed by David Mandelberg with creative direction by Ana Maria Escobar. The styling is the work of Naomi Smith, who dressed Harris and Taylor in casually sophisticated styles like a simple white mesh knit shirt and a chic black jumpsuit.
According to Escobar, the Oroton 2012 campaign is all about conveying the style of the modern Australian woman, as she has "evolved from the beach style cliché. The Australian girl is cool, glamorous, utterly elegant yet somehow modern and global all at the same time."
Visit Oroton's website for behind-the-scenes footage of the shoot as well as interviews with the cast.
Key Themes Behind This Trend
- Luxury Fashion
- Opportunity for disruptive innovation in creating sustainable luxury fashion with a focus on ethical sourcing and production.
- Contemporary Style
- Disruptive innovation potential in developing technology-driven personalized styling services for modern consumers.
- Global Fashion
- Opportunity for disruptive innovation in creating an inclusive and diverse fashion industry that celebrates global influence and representation.
Where This Applies
- Fashion Retail
- Potential for disruptive innovation in utilizing augmented reality and virtual try-on technologies to enhance the online shopping experience.
- Creative Direction
- Opportunity for disruptive innovation in leveraging AI and data analytics to optimize creative direction and campaign strategies.
- Sustainable Fashion
- Disruptive innovation potential in developing innovative materials and production methods for eco-friendly luxury fashion.
