Holiday Blues Behind the Scenes

Holiday Blues Behind the Scenes


Holiday Blues is a beautifully nuanced wardrobe of pastel blues and authentic indigos, with the power to transport you elsewhere. An Island off the coastline of Tropical North Queensland to be exact

Produced in collaboration with Oracle Fox, our Holiday Blues campaign was shot by Creative Director and Founder, Amanda Shadforth.

“People often ask me where I find my inspiration and the answer is firstly always nature.  I feel as though when you quieten your surroundings, to think, to day dream, you come up with ideas that you normally would never have dreamt of.” – Amanda Shadforth.

It’s not surprising that Bedarra Island was the perfect destination for a collection dedicated to setting the foundation of the summer wardrobe. Amanda explains her love for the isle was conceived upon her first visit, “I just had to come back it’s so beautiful”.

A landscape of coral sand floors, fringing reef, and granite boulders all encapsulated by turquoise waters. Bedarra is the idyllic summer setting for an edit of denim in hues of powdery blues and frayed edges.

Amanda and her team of creatives and daydreamers set out to capture her inspiration behind the shoot, bringing denim into the summer space.  I think the beauty of denim is it’s not just about winter, and so I just wanted to show what summer denim could be like.”

The protagonist of the campaign is Sydney-based, Alice Morgan. A spirited personality who feels happiest by the ocean, “if I were an animal it would be a dolphin because it would allow me to be in the water 24/7”.

When prompted by the question of their favourite pieces within the collection, Alice proclaimed her affinity for Boho Short Fray Marvellous. Amanda goes on to explain her dream denim piece would be anything rigid and sculptural due to sharing similarities with art. Milla Jean Cuffed Influencer being a definite standout.

Our latest campaign proves that, contrary to negative connotations surrounding the hero colour of the collection, Holiday  Blues is all about having fun and being playful. The ultimate destination for your summer vacation must-haves!


Photographer / Creative Direction | Amanda Shadforth
Model | Alice Morgan
Videographer | Michael Antuar
Hair & Makeup | Penny Antuar
Location|  Bedarra Island

Shop The Look