Published July 9, 2024
ON THE MOVE: RE/CREATION Campaign Shoot, New Zealand
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Come Behind the Scenes with Us
On Location: Otago, New Zealand
The concept direction and location for RE/CREATION's campaign photoshoot felt like natural decisions from the outset.
For a collection designed to bolster the transformative power of new beginnings, the Blue Lake in St Bathans - all calm surface and snow-colored quartz surrounds - perfectly encapsulated the purity, the blank canvas, of fresh perspectives.
So, in the heart of winter, we traveled to the breathtaking landscapes of the Otago region on New Zealand's South Island, with the brief to capture the essence of rebirth and renewal that defines everything RE/CREATION stands for.
Despite a biting cold and the unpredictable weather systems challenging us every step of the way, the rugged terrain and ethereal light of Otago provided the ultimate backdrop for telling our new story.
In a part of the world so untamed and so real - from peach-and-pink sunrises to stark alpine summits, inspiration is everywhere.
Throughout the trip, we experienced the vastness and grace of Te Waipounamu, finding solace in the landscapes surrounding us - and shelter in nearby pubs when the elements proved their power.
"I mean it’s New Zealand in May and I can absolutely tell you the weather was not on our side the whole time. Hands down needing to be nimble and navigate around that (and shelter in the pub during torrential rain for two hours when we were wanting blue skies) was the biggest challenge."
Ben Mazey, Design Director
About the Collection
The RE/CREATION collection invites you to discover your equilibrium. A curation of contemporary fashion and active apparel that seamlessly blends modern adapatibility and premium sophistication, RE/CREATION celebrates a muted color palette dominated by new signature neutrals Whisper White, Taupe, Sesame, Black and Grey Marle. Pared back designs are complemented by minimal brand marks on the collection's new and refined silhouettes.
Prioritising simplicity alongside a distinct athletic aesthetic, RE/CREATION celebrates a lifestyle that seamlessly blends recreational movement with effortless style. It's about putting together outfits that feel like home, no matter where in the world - and where on your journey - you are, making active lifestyles fashionable.
Campaign Team
Creative Director: Pip Edwards
Design Director: Ben Mazey
Head of Product: Ben Pollitt
Art Director: Morgan Tait
Creative Producer: Alex Stanford
Photographer: James Tolich
Digital Operator: Jeremy Wolf
Videographer: Will Scown
Talent: Mackinlee Swart, Georgia Brell
Hair & Makeup: Lei Tai
Social Media Manager: Nick Mason