Australian fashion label Girl and the Sun have launched their new Capri Collection with a virtual Instagram runway featuring customers and friends of the brand in a move to show their community how the 29-piece collection looks on women from all different walks of life.
A cohort of women from all around the world raised their hand to be involved in the virtual runway project and model the collection of effortless summer pieces including striking yellow and peach florals and on trend sage and rose tones inspired by the coastal lifestyle, with the initial response from the brand’s community and customers being overwhelmly positive.
Founder and Director Zoi Vafias, who has been in the Australian fashion industry for over 16 years, said she started Girl and the Sun when she could’t find accessible, destination styles at an affordable price point and that the brand’s mission has always been to create pieces that will make women feel confident and beautiful.
She said there was no better way to communicate this message for the launch of the Capri collection than with the brand’s very own community of women taking centre stage.
“We are so excited to launch our new Capri collection in time for summer, but more importantly, we know how important it is for our customers to see people who look like themselves in marketing campaigns, so this was an idea that came about to truly hero our diverse customers and community.”
“Our customers and the Girl and the Sun sisterhood is why we continue to create pieces that make women feel the way you do on vacation - comfortable and carefree - and I believe our virtual runway really captured the essence of this and you can see every one of the women involved light up as they show off their piece from the new collection in their own way.”
“We received so many comments about the launch and how great it is to see a brand truly embrace its customers and community, and we can’t thank our incredible sisterhood enough for their ongoing support of our small Queensland-based business,” she said.
Girl and the Sun customer and Gold Coast grandmother Sharon Baker said she was so excited to have been invited to join the virtual runway and be involved in a once in a lifetime experience to model one of her favourite brands.
“I like to see real women of all shapes and sizes in beautiful clothes before I buy them, so I am so excited to be able to represent other women my age and show them that fashion isn’t limited to under 50’s.”
“As I get older, I am just as fashion conscious as I was 20 years ago, but most marketing campaigns forget women my age want to look fashionable and stylish and embrace the current trends, but also feel comfortable and supported, but Girl and the Sun has nailed that with their latest campaign,” she said.
Customer Asher Lilley, who was also involved in the virtual runway, said she was thrilled to represent her size and body shape and jumped at the opportunity to be involved in the virtual runway because it was a project she felt would truly feature women from all different walks of life.
“As a mid size woman who lives in the Northern Territory and often feels underrepresented when it comes to fashion, it can be hard to find beautiful brands who are committed to showcasing their pieces on a diverse range of people.”
“It was such an honour to be involved in this project, and seeing this campaign go live this week made me tear up; how cool is it that this brand I shop with asked their real-life customers to be involved in their marketing campaign, instead of hiring models,” she said.
“It’s something I would never normally have the opportunity to do, and it was incredible to represent my size and shape and show other women that fashion isn’t just for a size 8.”
All styles from the Capri collection and virtual runway are available online now at girlandthesun.com, with pieces starting at $64.99 AUD. Explore the Capri Collection here.
Virtual runway link - https://www.instagram.com/p/