One of Australia’s largest fashion juggernauts released a press release this week stating…
“It’s Country Road, but not as you know it”.
It’s been near to seven years now since I began in the fashion industry. It’s difficult to put into words what it feels like to have begun an independent website at the eve of the explosion of digital media. There have been so many highs and so many lows, and I guess in general a LOT of learning.
If you’ve been a long time reader you’ll be familiar with my background as a fine artist who once owned an art gallery and freighted her work all over the world. In the beginning when I began my site, I had no idea where I would be today, but I must say that the process has been highly organic and has naturally evolved, along with myself.
As an artist I’ve always loved creating things such artworks, collages, sculptures and now luckily enough, pictures. Creatively speaking what I believe I was searching for has evolved over time. As the driving force behind Oracle Fox I get to wear many hats, business woman, digital strategist, negotiator, team mentor, shoes hoarder… But I’ve found that the role which has evolved the most over the years, is also the greatest challenge and still continues to fuel my fire; that of Creative Director & Photographer.
This week I’ve been lucky enough to be interviewed by an influx of some of the most incredible publications in Australia. I stopped counting at 8 seperate interviews but the interest in my latest work for one of Australia’s most eponymous retailers, Country Road, has left me overwhelmed with the response, and humbled with the gratification at what I’m lucky enough to call my job.
When Country Road came to Oracle Fox in recent months to creatively direct and to personally photograph & style the official campaign for the very first limited edition capsule collection titled ‘CR.CAPSULE‘, I had to pinch myself. Not only would this mean being given the creative freedom to direct a national campaign for one of Australia’s largest retailers, but also the opportunity to share my love of visual story telling with a national audience of millions.
The CR.CAPSULE collection is directional, effortlessly cool and contemporary, all elements that I was drawn to from the beginning, that also served as inspiration for our campaign. With super babe and one of Australia’s biggest rising stars Roberta Pecoraro as muse, we chose to position this project on a rooftop and embrace the raw Australian sunlight, and somewhat unseasonably strong westerly winds to bring the architectural silhouettes to life.
What I’ve shared with you visually today is my own personal edit of this campaign, I guess a slightly more artier version of the official images, and some of my personal favourite in between moments. But if you’re lucky enough to be in one of Country Road’s 12 flagship stores this week, you’ll be able to see the official hero images and maybe pick up some of your own CR.CAPSULE goodness. Only you’ll have to be quick, Roberta and I have already scooped up our favourites and trust me… we do like to shop. xx
A special thank you to the wonderful Country Road team and an extra special thank you to Dani..x