PDC Creative designs world of whimsy for The Strand fashionistas launching this week

The Strand Arcade will transport you to a world of whimsy, decadence and pure elegance this Autumn / Winter season, with a campaign created by PDC Creative “A Fashion Fairytale”, launching this week.

For Sydney’s last remaining Victorian shopping arcade, the 2011 Autumn / Winter campaign theme draws on Lewis Carroll’s Through the Looking Glass for inspiration, as in past campaigns, but this time with a twist.

Says Caroline Poiner, creative director at PDC Creative: “The twist is that Alice has come back through the looking glass, so the idea of the set was that she had left the room and this is 100 years later when she returns.”

Taryn McGurk, group marketing manager at 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.

“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.”

The model, Tiah Eckhardt, has been given a slightly disheveled look, with her distinctive porcelain skin and flaming red hair tousled up into a messy mane.

The shoot took place in a run-down Victorian style house in Sydney’s Eastern Suburbs, and the set included quirky elements making reference to Carroll’s stories, including live mud crabs.

The resulting campaign has a high editorial style that reflects the caliber of the elite fashion 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.

@font-face { font-family: “Times New Roman”;}@font-face { font-family: “Arial”;}p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0cm 0cm 0.0001pt; font-size: 12pt; font-family: “Times New Roman”; }table.MsoNormalTable { font-size: 10pt; font-family: “Times New Roman”; }div.Section1 { page: Section1; }

CREDITS

Creative Director Caroline Poiner

Photographer James Pipino

Stylist Vass Arvanitis

Hair & Makeup Sarah Laidlaw

Model Tiah Eckhardt

CopywriterJackie Shaw