Think of Australia’s heritage brands and Sportscraft will undoubtedly come to mind. The nearly 100-year-old label – it was founded in 1914 – has been a staple for generations of style-minded Aussie women and men.
For Spring/Summer 2012, Sportscraft has evoked the carefree Australian lifestyle synonymous with the brand in its latest campaign.
Shot by famed photographer Nick Leary and styled by Michelle Jank, the campaign features a group of friends basking in the sun mid-laughter. The sunburnt soil and aqua ocean of Broome, which served as the location, pop against the summery hues and bold prints of the collection.
Sportscraft is experiencing a renaissance of sorts – reconnecting with its root while embracing a new brand direction.
How does this translate into the fashion on offer? Think colour blocking in classic silhouettes, vibrant prints and crisp neutrals on quality fabrics and clever accessories for effortless styling.
The Sportscraft Spring/Summer collection is available now at Sportscraft stores, online at sportscraft.com.au, David Jones and Myer.
