Rhodes & Beckett is in the midst of a 12-day campaign trail.
The fashion retailer will launch 12 videos in 12 days in the lead up to the official launch of its spring/summmer collection.
The collection, launching in stores on August 8, will be supplemented with a digital campaign.
Titled 'Charlie & George', the video series tells the origin story of Rhodes & Beckett.
In the film, Rhodes & Beckett is founded by two British tailors named Charlie and George in London, 1906.
The pair source a rare Egyptian cotton and commence an adventure to create a collection of their own.
Rhodes & Beckett launched in Australia in 2006.