Local Noosa surfer Mille shot at one of my favourite beaches at Coolum!
Images by @thecallofsummer | HMUA @mahbar_
I’d been thinking about mixing up our shoots for a little while and shooting overseas, and when you shoot your campaigns yourself, the thought of handing your brand over to someone else is kind of intimidating! Will our customers identify with the girls we’re shooting? Will the other photographer capture our vibe?
But the moment I met Chelsea I knew we were in fab hands. In fact, Chelsea Erwin x Florida during Miami Swimweek was a perfect combo! Instead of the typical shoots going down during swimweek, we decided to keep it chilled, mix things up and headed to the older beachside suburbs of Florida to capture two local girls just hanging out.
For summer 2016 we planned to bring sexy back – well prints at least! After the success of our ‘New Black collection in summer 2015, we decided that summer for us was really about colour, and what better way to celebrate than with some on-trend watercolour inspired prints.
We shot locally on the gorgeous Gold Coast with local girl Beth between Currumbin Alley, the back streets of Palm Beach, and famous surf break Snapper Rocks.