‘SUPER NORMAL’ is an exploration of the ease and liveability of 17 Sundays. The collection focuses on the most important part of 17 Sundays’ garments, which is the girls that live in them. ‘SUPER NORMAL’ is about celebrating the lifestyle and models in the plus category.
Designer Claire Primrose adds, “Our ranges would be threads and buttons on a rack if it weren’t for the girls we shoot with. They absolutely bring the heat to our collection, they add context to the story, add depth and charisma to our brand and realize our vision on film and paper.”
17 Sundays collaborated with one of Australia’s best fashion photographers and three amazing models, Sophie Sheppard, Margaret McPherson and Ellen Kinsella. The girls represent the lifestyle of 17 Sundays and breathe life into the garments.
The campaign is firmly about how they would present themselves ‘off duty’ via their Instagram accounts and within their social media and of course how they live in 17. The brand is lucky to have access to some of the world’s best plus models in AU, and we want to celebrate them and 17 in a fashion context.
17 Sundays ‘SUPERNORMAL’ will launch at Myer in August 2014 and will be available in the following stores nationwide -Melbourne City, Sydney City, Chadstone, Pacific Fair, Brisbane City, Perth City, Parramatta, Indooroopilly, Southland, Carindale, Karrinyup, Garden City, Eastland, Chermside, Morley, Fountain Gate. The brand will also be available online at myer.com.au.
‘SUPER NORMAL’ will also be available online at 17sundays.com and selected stockists.