Rural ambassadors join nationwide Every Woman fashion campaign for 'Adrift' label
Global fashion brand Adrift has gathered a group of inspirational women from across Australia to front an innovative fashion campaign which empowers women with its philosophy of beautiful fashion for 'every woman'.
Adrift Clothing launched its Spring/Summer 2018 Every Woman campaign last week, with a stunning photo shoot at Fordsdale Farmstay in southeast Queensland's Lockyer Valley (20 & 21 September).
Eight women ambassadors were flown in from around the country to model for a Vanity Fair-style fashion shoot set to be featured in leading media outlets Australia wide.
The Adrift ambassadors include Fleur Anderson, cotton farmer, non-executive director to the board of Cotton Australia and founder of Rural Business Collective, indigenous Brisbane model and activist Guyala Lala, and Sarah Parker, President of Australian Women in Agriculture.
Youth support worker Judy Lindsay and disability support worker Araminta Pearce both from Toowoomba, nurse Nicole Schneider and ambassador Jenni Eyles, both from Adelaide, and Fordsdale Farm owner Sue Renfree were also part of the stylish shoot which took place over two days.
Adrift Clothing founder Bec Pullar said she wanted this year's Every Woman campaign to spotlight inspirational women who give so much to their rural and regional communities.
"Women in rural and remote communities are often the backbone of their families and their communities, and we wanted to pay tribute to these women and bring them together for the opportunity to be part of the Adrift Spring/Summer collection," Bec said.
A former lawyer and mother-of-four, Bec founded Adrift in 2012, after seeing a need for beautiful, chic and stylish clothing that accommodates all women regardless of their size, age or lifestyle.
Adrift now boasts a network of more than 220 stockists across Australia, New Zealand and The United States and an online customer database of more than 40,000 women.
Bec says the brand has come to represent much more than just fashion with the company responding to a growing demand for quality clothing that caters for real women.
"Adrift is all about celebrating diversity with honesty and authenticity," Bec said.
"So many women have shared their experiences of trying on clothes that somehow made them feel like there was something wrong with their body shape, but so often, it's the cut and designs themselves that are the problem.
"Since our inception, Adrift has always had a vision to offer clothing sizes that are more inclusive than a lot of the mainstream brands. Customers love the fact that a lot of our styles span from size 8 to 24; they flatter all shapes, and we pride ourselves on using quality fabrics and stunning textiles."
With customers ranging in age from 18 to 90-plus, the Adrift brand is gaining increasing popularity online and overseas, not just for its beautiful clothing, but for its social responsibility mission.
"We are now getting more than 100 online orders a day, which is amazing," Bec said.
"It's been exciting to see how much the business has grown in the past few years, but it's always been supported by strong company values, high quality products and a fierce commitment to our customer base.
"Our aim is to make women feel good in their own skin and that's what motivates us to keep creating clothes that make women look and feel their best."
The full Adrift Spring/Summer collection can be viewed at https://www.adrift.com.au/