Womenswear retailer, Black Pepper, is relaunching this summer with a new creative direction, brand face, tagline and website.

Rachel Digby, general manager, said the company has decided it was time to give the brand “a bit of a refresh” and consider what they could do differently.

Black Pepper, established in 1976, which targets the mature women market, has also enlisted former Australian supermodel Isabella Cowan to be the company’s new brand ambassador.

Digby said they wanted to reflect their customer’s optimism and energy in their marketing.

“We’ve updated the branding and the look and feel to make the brand more stylish and aspirational, while still being achievable. Just because a woman is 60 doesn’t mean she doesn’t want to be stylish,” she said.

According to Digby, at 54, Cowan, Australia’s first supermodel who has graced the cover of Vogue five times in 1980 and appeared in 24 consecutive editions of the magazine, was the perfect fit for their brand’s new look.

“Her natural beauty is breathtaking but it’s her positive attitude that makes her the ultimate Black Pepper woman. She breathes new life, energy and confidence to the brand. We’re thrilled to have her on board. She truly is a superstar and the consummate professional,” Digby said.

Black Pepper has over 130 stand alone stores and over 500 wholesale accounts across ANZ.

Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.