The new Lover campaign showcases a fresh direction for the brand
Images supplied
Time to get to know your new Lover.
It’s time to welcome a new era of Lover.
The iconic Aussie label has just launched its Autumn/Winter collection, Liberty, which marks a whole new direction for the brand.
Inspired by the renewed wave of female empowerment, Liberty, takes cues from 1970s floral prints and voluminous silhouettes. It’s all showcased in a new video campaign Lover for lovers. Aptly unveiled for Valentine’s Day, it captures Yan Yan Chan, Sarah Ellen, Mimi Elashiry and model Angela Yu, and their respective partners, in moments of play and passion.
Both campaign and collection herald a reinvention for the iconic label, which went into voluntary administration in November 2017. Since then, the brand’s new owner, Hotsprings (whose stable of labels also includes P.E Nation, Rebecca Vallance and more), has been working hard to ensure the future success of the label.
“Hotsprings acquired LOVER in 2017 with the intention of reviving the cult of LOVER globally,” explained Hotsprings CEO Joanne Goldman. “The past 14 months has been spent behind the scenes, realigning design, production, marketing and the retail offer in preparation for the next era for this iconic Australian brand. This is the first campaign for the new LOVER. We want to push the boundaries and explore modern love and romance”.
The campaign also marks the upcoming departure of the label’s co-founders Susien Chong and Nic Briand in late-March.
“Nic and Susien created a much-loved fashion label. We are grateful for their passion and creativity, as well as their collaboration over the past 14 months. A new era for LOVER will now start and we are extremely confident in the future success of this iconic Australian brand. We look forward to making announcements in the near future,” said Goldman.
Check out the campaign above.
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