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FRIEND OF MINE
'The Other Side of Love'
She stole his heart but he loved her anyway
Introducing the latest international campaign from Australian label Friend of Mine's collection, The Other Side of Love. Following a seminal first year that included the launch of the label's official online store, Nausz Agency is proud to announce that the effortlessly edgy creative is set to coincide with the label's debut in to the American retail market this year.
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Captured by Akila Berjaoui - of local Russh and Oyster Magazine fame - and styled by Bex Sheers; the editorial shoot will front the official campaign for the Australian AW10 collection to be released in March this year. Australian retailers, press and cult fans will also be excited to note that the newest styles - injected for the American market - are a taste of what is to come in Friend of Mine's S/S1011 Australian collection.
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The collection enters with a shoot set upon the rocks of Sydney's iconic Bondi Beach next to the infamous Icebergs Swimming Pool. It is fronted by magnificent home grown beauty Avril Alexander, who is soon set to explode on to the international modelling scene with an imminent move to New York. Chic, modern, sexy, and just a little bit tough; The Other Side of Love conjures up dreams of rock 'n roll, surf grunge, and non-contrived romance.
New injections bring raw animalism, tonal texture and a highlight camel-spot silk. The colour palette replicates the natural Australian environment. Browns, washed denim, and the 'Pebble' series print are evocative of the surrounding terrain - sharply raw rocks, soft sand, crashing waves, and splashes of reptile.
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New accessory styles continue the label's cult line of buckled, wedged and stacked footwear. Added details - such as leather lacing and patchwork detail - continue Friend of Mine's established trends. As always, contradiction is key; with romantic European-style waisted dresses juxtaposed with defiant rock-star cool.
Please find enclosed a disc featuring high-resolution images of the campaign for use in collaborated marketing. For reference on what is to arrive in Australian stores this March, please refer to the Friend of Mine The Other Side of Love AW10 product lookbook. New styles appearing in the official international campaign will be available as we approach the next Spring/Summer season, with both sales and publicity loans to be begin shortly.
To view more of this range please click here to download
For all information:
NAUSZ AGENCY
(03) 9826 5400
www.friendofmine.com.au
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