Many modern fashion labels rely on tall, size six models to promote and sell their clothing.
But one Brisbane-based label has turned that theory on its head with its new inclusive ‘every woman’ campaign.
The Adrift collection, which caters for 18 to 90-year-old women in sizes eight to 24, is fronted by a stunning campaign featuring 12 women spanning the full spectrum of ages, sizes, shapes, tastes and backgrounds.
The label itself is all about ‘making women feel confident and beautiful’ while ‘providing clothing that is cool, comfy and of course chic’.
The Adrift collection, which caters for 18 to 90-year-old women in sizes eight to 24, is fronted by a stunning campaign featuring 12 women spanning the full spectrum of of ages, sizes, shapes, tastes and backgrounds (pictured is Patricia Barber)
Pictured L-R Back Row: Model Clair Seymour, Adrift founder Bec Pullar, model Patricia Barber, Johnny Hobson (Patricia’s 63-year-old daughter), Adrift’s stylist and model, Bec Holeszko, Sydney artist Libby Watkins, Kelly Harris, and Brisbane Roar W League coach Mel Andreatta L-R Front Row: Model Amalia Oliaro, Model and influencer Jenni Eyles, influencer and mother Kate Ritchie and Rochelle Courtenay, the founder of Share the Dignity
Two of the women appearing in the Vanity Fair inspired shoot include 82-year-old professional model, Patricia Barber and Rochelle Courtenay, the founder of Share the Dignity, which is helping disadvantaged women around the country with donations of female hygiene products that would otherwise be unaffordable.
Melissa Andreatta, the coach and one of the Brisbane Roar W-League, also appeared in the shoot and just this week reached a major milestone with a new agreement that sets a minimum wage for players in the league.
Also in the shoot were Adrift founder and former lawyer Bec Pullar, 56, cancer survivor and model Jenni Eyles, philanthropic quiet achiever, Kelly Harris, Gold Coast influencer and mother, Kate Ritchie, models from Curve and Sydney artist Libby Watkins.
Clair Seymour, business student Amalia Oliaro, and in-house curve stylist and model Bec Holeszko also appeared.
The label was started by Bec, whose frustration at her inability to find clothes that fit and flattered her shape led to the establishment of a range that accommodated women no matter what their taste, size, age or lifestyle.
While Patricia was asked to be in the shoot, her daughter Johnny Hobson, 63, was asked to participate when she arrived to support her mother on the day (pictured together)
Melissa Andreatta (pictured), the coach and one of the Brisbane Roar W-League, also appeared in the shoot who just this week have reached a major milestone with a new agreement that sets a minimum wage for players in the league
Speaking to Daily Mail Australia, Bec says this shoot is one of a series of shoots that will highlight the different lifestyles, cultures, shapes and sizes of everyday Australian women.
‘I was sick of women who were larger or older being dictated to by the fashion industry about what they were expected to wear,’ Bec said.
‘I wanted to ensure my clothing was suitable for everyone no matter their shape, size, age or location.
‘I love watching runway shows in Milan as much as the next person but most of those shows target the same market and none are inclusive of all markets and that’s what I wanted to do.’
Bec said the shoot took a long time to cast and put together.
‘I wanted to make sure older women were in it as well as young curvier women, women aligned with philanthropic work, customers, bloggers and sports women,’ she said.
Pictured is Rochelle Courtenay, the founder of Share the Dignity, which is helping disadvantaged women around the country with donations of female hygiene products that would otherwise be unaffordable
‘It’s not just about the shoot though, we also have an army of middle-aged women and young women who work in our customer care and packing department.
‘We are now getting more than 100 orders per day – our online community is amazing.’
There will also be upcoming shoots to showcase the diversity of Australian women – from their jobs to their cultures and backgrounds.
‘I just want women to be able to feel beautiful and love themselves and that’s what we have set out to do with this campaign,’ Bec said.
Speaking to the origins of the campaign, Bec says that the ‘every woman’ shoot brings to life the daily vision of the brand in wanting to make women feel good.
‘I just want women to be able to feel beautiful and love themselves and that’s what we have set out to do with this campaign,’ Bec said
‘The vision for Adrift has always been, and continues to be, a brand that celebrates all women. While there have been shifts in recent years by a range of women’s fashion brands to be more inclusive with sizing, we are proud to have offered collections that span an 8 to a 22 since our beginnings,’ she said.
‘We have an incredible group of customers who live their lives in all parts of the country from the beaches to the ‘burbs, major metro areas through to rural, regional and remote areas. They motivate us every day in creating clothes that make them feel and look their best, and are the reason we’ve brought this very special shoot together.
‘And as it happens, it also happens to come at a point in time where we mark five years of Adrift – as we launch into the US market off the back of increasing customer demand and stockist requests.’
The #adrifteverywoman campaign includes the release of a limited edition capsule collection in support of the Brisbane-based Share The Dignity.
The label also includes four bricks-and-mortar stores and over 150 stockists around the country and has grown 100 per cent year-on-year since its launch.