A new campaign has been launched for Sydney’s historic Strand Arcade, featuring model Tiah Eckhardt. The Strand Arcade, Sydney’s last remaining Victorian shopping arcade, will be showcased in a new autumn-winter theme, ‘A Fashion Fairytale’, launching this week. Capturing its unique ambience and heritage by using Victorian imagery with a twist, it was created by PDC Creative. Caroline Poiner, creative director at PDC Creative, said the Strand Arcade’s communications have
ve drawn on the works of Alice in Wonderland author Lewis Carroll, to reflect that special Victorian era. However, this season it comes with a twist.
Taryn McGurk, group marketing manager at Strand owner Ipoh Management Services, said: “The Strand Arcade’s new season campaign by PDC Creative reinforces our platform as the home of Australian fashion. The striking imagery showcases our leading designers’ latest creations; from couture through to ready-to-wear and accessories.
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“This campaign was created to inspire our fashion-conscious consumers to explore the centre for accessible day wear as well as one-off designer pieces. Combined with the Victorian backdrop and quirky styling, it also reflects a real sense of who we are as a brand and cements our position as a unique and beautiful shopping destination in the City.”
“Imagine that Alice has come back through the looking glass after her adventures, she is disheveled and perhaps a little older,” added Caroline.
Eckhardt’s distinctive red hair has been styled into a messy mane, and the set – a rundown Victorian style house in Sydney’s Eastern Suburbs – is also shabby and unkempt, with intriguing references to Carroll’s works, such as live mud crabs.
It is against this backdrop that photographer James Pipino has set off the collections from the Strand retailers, who are some of Australia’s fashion elite. The resulting campaign has a high editorial style that reflects the caliber of the retailers in the centre, and supports the fashion world’s sense of ownership and pride for the Strand Arcade.
The Strand Arcade’s shoppers will see the campaign throughout the centre, as well as readers of Vogue, Harper’s Bazaar, and Sydney Magazine.
