On the 1st of December, to celebrate the first day of summer, Seafolly is dropping one of a kind boxes across some of Sydney’s most iconic beaches. Limited edition heritage designs and Seafolly summer essentials will be yours to keep, but you have to be quick! Follow @seafollyaustralia to find out when and where these boxes will be dropping.
Planting their feet on the shores of their source, Bondi Beach, Seafolly places heritage at the core of their presence this summer. Inspired by summer essentials made to last beyond season, the hero of these boxes is the limited-edition heritage jumper, a strong nod to the brand’s enduring designs made to celebrate Australia’s rich beach culture, since 1975.
Let us take you behind the scenes as home-grown beauties Georgia Fowler and Charlee Fraser grace our Summer 2020 collection on the shores of Bondi Beach.
This year marks our 45th lap around the sun of calling the iconic strip of beach that is Bondi, home. Designed to celebrate the modern Australian woman, this season, we are reimagining classic silhouettes and timeless prints with recycled and reversible fabrications, jewel hues, and premium textures.
Retro hi rise pants, one shoulder statement cuts, and bold shades celebrate our nod to retro glam this season. Unafraid to make a statement, walk on the wild side in our newest animal print, Wild Ones. Or swim with subtlety in our Sea Dive story, a zig zag texture designed to support and lift.
Performance pieces design to last countless summers, we know you won’t regret dipping your toes in our newest collections this summer.
There’s no place like the Australian beach. We should know, our towel has been there since 1975.
This season, we are calling all lovers of summer, sun and sand to join us as we dive headfirst into our first swim of the season.
Joining us under the sun this summer, are local beauties Georgia Fowler and Charlee Fraser.
With a tireless energy and effervescent spirit, Georgia Fowler radiates the Seafolly ethos through her natural beauty and effortless style, as she becomes one with the beach, sun, sand and water.
Fast becoming one of Australia’s most daring voices for change, Charlee Fraser champions inclusivity and diversity while channeling her striking beauty and Indigenous heritage to celebrate fashion.
With collections designed to celebrate the Aussie summer, Seafolly is proud to launch with brand new hues and diverse silhouettes made to wear all swim long. One pieces that sculpt, hi rise bottoms and one shoulder tops that echo confidence, and new apparel pieces to live in on and off the sand. Find your calm, splash about, get salty and float into summer #LOVEAUSTRALIA
This campaign would not have been possible without our amazing team
Meet Natalie our Senior Apparel Designer; she’s as cheeky as she is chic and truly embodies the #SEAFOLLYLIFE. Heading up our apparel design team she’s always on the search for her next inspiration. Flocking to her nearest sandy saltation on Sydney’s Northern Beaches we’re gifting you an exclusive sneak peak of our upcoming collections.
1. Describe your personal style.
My style continues to evolve, but the common theme of my looks have been classic, relaxed and always chic. And a bit of fun too!
2. What inspires your designs?
It’s all in the details. The texture of a fabric, a certain colour combination in a painting, a feeling! I have learned that designing is a journey, which is probably the reason why I have loved it doing it for the past 10 years!
3. Describe your lifestyle.
For me, life is all about the Australian lifestyle; beach, sun and nature! I live for the ocean and am so grateful to have met my partner who is a surfer. It’s super important for both of us to be near the ocean, and we feel more connected when celebrating the coast together. I have visited and lived in many countries and places over the past decade, however the Aussie way of life always pulls me back home. I love working for a business that shares my values and embodies the simplicity of a life lived well by the sea.
4. What are your favourite pieces in the Seafolly collection?
Ah jeez!! There are too many! If I had to pick: the gingham pieces. The fabric is hand-woven by gorgeous artisans in India. They have done an amazing job at creating a fabric that is natural, soft to touch, quick to dry, easy to pack as it doesn’t need ironing (yay) and you know you will wear/love forever!
5. Describe your morning ritual.
My mornings are super simple. An early rise, a quick dip in the ocean – even in winter! My swim is followed with a French press coffee to get me going, then off to Seafolly HQ! I am very grateful for my fab team, who always manage a laugh, even throughout the busy times. Plus, we get to bring our dogs into work every day. Who wouldn’t love that.
6. What charities are close to you?
Pink Hope is a charity that helps to assess, manage and reduce the risk of breast and ovarian cancer, while also supporting high risk families. I think what they do is so special: breast cancer advocacy is important to me, as the disease has touched generations of women in my family. I highly recommend reading the story of the founder, Krystal Barter. I also love to support the annual Bright Pink Lipstick Day in September. The three charities Seafolly supports as part of i=change are truly amazing as well, I’m very proud that $1 of every online purchase makes a real difference out in the community.
7. What’s next for Seafolly?
I am super excited for what is to come at Seafolly! We’re focused on sourcing sustainable and innovative fabrics. We also hope to tap into the goldmine of Seafolly archives. Most importantly, we’re reconnecting with our community and our heritage.
8. How are you coping in the current climate?
This year has been super difficult. I have family stuck in Melbourne and Brisbane and haven’t been able to see them for 8 months now. I miss them so much. I just make sure I am doing the right thing for the safety for the people around me, so we can all get through this current climate.
Meet Stefan! Photographer, Father, True Blue Aussie, and friend of the brand
One thing we can thank this year for is gaining perspective on the elements that create true meaning in our life. Stefan shares that sometimes those elements are the simplest things.
Describe Australia in 5 words or less
Salty, dusty, sunburnt, weathered, stoic
How do you relax after a long day of shooting?
A cold beer, depending on the day of the week, and a kick of the footy with my 4 year old son
Tell us your fondest memories of growing up in Australia
I grew up on a farm in the Snowy Mountains so my early memories were of chasing rabbits around paddocks and skiing. We would always go for Christmas holidays at Nanʼs place in Bony Hills (NSW north coast). Long drives with no iPad, then 6 weeks of Bindis, Boogie Boarding and rock fishing.
What had fatherhood taught you?
Fatherhood has taught me a number of things but I think my favourite lesson has been realizing the incredible gift of youth and the importance of playfulness.
Not in terms of looks, in that regard I’m sure I’ve aged a lot, but to keep a youthful sense of adventure and wonder about the world. If we can keep that as adults, I think, we can avoid taking the most simple and often most important things for granted.
Something about yourself that suprises people
I once walked across Spain. Outside of parenthood, it’s definitely the most defining experience of my life so far. Also, I think there’s a good chance we exist in simulation…but that’s for another time.
Welcome to the Australian lifestyle; one you can subscribe to from anywhere in the world. With staycations the norm and local exploration aplenty, we are looking inward this season to show love for our land down under. With collections inspired by the golden earth and crystal coasts we frequent, Elyse Knowles fronts the brand this season as she embodies the Australian beach culture that Seafolly was built from.
We launch our Love Australia campaign with our Seafolly Core Collection. Most loved for the timeless shapes and supportive details, Elyse wears our newest addition to the collection, One Shoulder One Piece in fashion hue Granite. Much loved and made to last, Seafolly Core has shaped summer memories since 1975.
Take a break from salty dips and diving under waves, with our Spotted collection. Elyse perches poolside in our Spotted Bandeau and Hi Waisted Pant. Classic silhouettes receive a premium textured fabric. Designed to make you feel supported yet serene, you won’t mind being spotted in this must-have story.
Mateship is our motto and the ocean is our compass. We were born on Bondi Beach in 1975, and our towel has been there ever since.
Come away with us… we’re taking you on set with Elyse Knowles and our talented team to show you how our campaign comes to life. The theme of the season; #LOVEAUSTRALIA and where better to capture than our beautiful island home.
With the sun rising on Coogee Beach, make-up and hair are well underway, ready to get the perfect shot as first light comes to a head. Lead by acclaimed photographer Nicole Bentley it’s all hands on deck, with the shoot crew lining up for the final tweaks to get the perfect shot. Energy is high as toes hit the sand and our favorite beach props pave the way for the effortless beachgoer lifestyle that Seafolly is famous for.
Where to next? You’ll have to keep reading.
With location one wrapped up, it’s onto the next…
Next on the line-up is a waterfront wonderland in Sydney’s Point Piper, where sandstone scales the arches to heaven and the pool glistens with the touch of the Australian sun.
With a sparkle in her eye, Elyse’s bright and often cheeky nature shines through the shot as palms wave overhead. The tell of true artistry, it’s as if you were sitting beside us with the faint smell of salt-laden waters filling your lungs. Our trusty swim a true hero as it follows us from beach to beach and cove to cove, never wavering and keeping us focused on its intricacies. Dive deep into campaign newness as we launch ourselves into another summer as Seafolly.
Thank you to:
Photographer Nicole Bentley Videographer Jack Birtles BTS Photographer Stefan Wellsmore Hair Sophie Roberts Make-up Peter Beard Stylist Emma Kalfus Production ArtboxBlack