For Australian women, is a brand synonymous with the teen years. But just as we have grown up, so too has the beauty company, which has recently relaunched with a new campaign and shiny new website to coincide with its launch in David Jones this month. The face of the 2015/2016 campaign is model of the moment Inka Williams, with GRITTYpretty’s Eleanor Pendleton taking on the guest director duties.
A digital innovator and creative powerhouse, Pendleton represents the innovation and originality the brand holds dear. Red Earth brand manager Emily Alonzo says of Pendleton’s influence: “Eleanor’s originality, confidence and aspirational yet accessible style resonates with the Red Earth brand, and her influence as a beauty editor and leading digital creative is evident in the campaign,” she says.
Pendleton was equally enamoured with her involvement. She says: “I was thrilled to be able to take a creative director role for Red Earth’s latest shoot. The brand has a strong history and a clear direction and I feel honoured to contribute to that vision.”
Williams was styled by a team including fashion and beauty photographer Christian Blanchard, make-up artist Ania Milczarczyk, hair stylist Richard Kavanagh, stylist Hayley Bonham and videographer Thomas Stockwell.
The proudly local brand embraced its roots, constructing a campaign and website that is modern and decidedly Australian. “We wanted to elevate the campaign by evoking the feeling of the outdoors, which is integral to the essence of the brand,” says Pendleton. A behind-the-scenes peek of the campaign is available on the brand’s new website and various social media channels.
Australian roots also influenced the brand’s collaboration with David Jones, which will commence in September. “We’re excited about our partnership with David Jones,” says Red Earth’s brand founder Nick Chadwick.
“The iconic Australian retailer provides the perfect relaunch platform for Red Earth. Its considered curation of brands and alignment with local designers is a good fit for our brand,” says Chadwick. “This latest campaign is both a celebration of the brand’s return nationwide and of inspirational Australian creative talent.”
Click here to visit the brand’s website.
