Wednesday, January 11, 2012
Another day, another Australian Autumn/Winter 2012 campaign reveal. After casting Julia Nobis for two seasons, opposite rising Oz stars Broed Dilleward and Nick Hinman, sportswear chain Marcs upped the ante last summer with five fresh Australian faces. Creative director Rachel Allen has gone for a multi-girl and –boy look yet again for AW12, this time with four models: in her second Marcs season, Chic's upwardly mobile Nicole Pollard, alongside the 2010 winner of the Girlfriend Model Search, Jemma Baines, Belgian Cesar Casier and Brit Sid Ellisdon. Shot by Steven Chee at two Sydney cafes – Mohr Fish in Surry Hills and Coffee Tea & Me in Redfern – the styling and indeed collection proper have a cool Sixties vibe. To be sure, there’s a hint of Burberry here. And while mid market Marcs is by no means selling luxury handbags, the brand's leather goods - which are designed by Brydie O’Neil and start at $79, maxing out at $249 – are not only looking pretty sharp, but, unless frockwriter is imagining things, far more centre stage than ever before.
Although the Marcs - and David Lawrence - parent company M Webster Holdings wouldn't comment, we are curious if perhaps in this ever-tough retail market, Australian consumers aren’t leaning a little more towards snapping up new accessories, than clothing, to spice up their wardrobes? A smart $249 tote is $30 less than Marcs' most expensive dress in this collection and less than half the price of the most expensive apparel item: a $599 leather jacket. Given increasingly unpredictable weather patterns, who knows how many of the latter anyone is going to sell at full price in Australia?
With luxury superbrands like Burberry, Louis Vuitton, Prada, Miu Miu and co continuing to dramatically expand their presence and hugely-profitable leather goods in Australia, moreover, in spite of the economic climate, perhaps it's a case of trying to look like you're joining them, even if you can’t beat them.
all images: supplied exclusively to frockwriter by marcs
creative director: rachel allen
photographer: steven chee
styling: kym payne
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