Superdry Australia has placed local musicians at the heart of its new campaign, in an effort to support the music industry.
The arts sector - like the retail industry - has been heavily impacted by the COVID-19 pandemic and Superdry wanted to demonstrate its solidarity with the sector, head of marketing and PR Matthew Iozzi said.
"Music is at the heart of the Superdry brand.
"We know the music industry was hit just as hard as retail by the current climate, so it’s a good opportunity for us all to show solidarity, whilst also showcasing the best of Australian and New Zealand talent," he said.
The 'Be Iconic' campaign spans three states and two countries and features Australian artists Thandi Phoenix, Ziggy Ramo, and Triple J’s KLP (Kristy Lee Peters) along with New Zealand musicians Stan Walker, Hollie Smith and Mitch James as the faces of the brand.
The Be Iconic campaign is shot in front of iconic venues and landmarks across Australia, which helps the Australian Superdry division localise the overarching global campaign.
Speaking on the campaign, Thandi Phoenix said that she was thrilled to be involved.
"The campaign is all about celebrating Australian music and really showing support to the scene which has been effected pretty severely by COVID.
"The clothes are awesome and I was excited to be a part of it," she said.
Stan Walker added that music and fashion are interlinked.
"The digital age means people experience music as much with their eyes as their ears.
"Nothing expresses music better than fashion.
"I am always so proud to build something that speaks to me and my culture into anything I am wearing, and Superdry allowed me to do that," he said.
The Be Iconic campaign showcases Superdry’s SS20 range which includes shorts, tees and accessories.