alys hale, samie robinson and dana taylor by justin ridler for sheike autumn 2014

models: alys hale (chic), samie robinson (img)

and dana taylor (img)

stylist: michael azzollini (dlm)

make-up: charlie kielty (vivienscreative)

SHEIKE is becoming the first fashion retailer in Australia to use Blippar, an augmented reality or image recognition app, in it’s Autumn 2014 campaign. Blippar is a new content medium that turns physical imagery in print into interactive digital experiences.

Understanding customer behaviour and the shift towards digital to experience content, SHEIKE put primary focus on introducing an omni-channel experience into bricks and mortar stores, investing in the production of video content for Autumn 2014, shifting the focus from a traditional printed catalogue.

The emotive, short film showcases a moody, passionate, punk inspired modern day muse, designed to allure customers to get rebellious with style and intimate with the brand, hence the name “Lady Obscura." In essence the production is inspired by film noir, the dark and dramatic lighting conveying mystery and intrigue, dictated by the seasonal nod to Grunge and Romantic Darkness. The film stars model Alys Hale and was filmed by Velinda Wardell.