Aug 29, 2014

17 Sundays // S U P E R N O R M A L //





Det australske brand 17 Sundays har netop lanceret deres nyeste kampagne, som de har kaldt "SUPER NORMAL". Hele konceptet er, at tøjet præsenteres sådan som modellerne ville bruge det til hverdag og lægge det op på deres egen instagram. 17 Sundays mener nemlig, at deres tøj først rigtigt kommer til live, når det styles og bruges af pigerne selv. Jeg elsker virkelig 17 Sundays - både tøjet og pigerne bag. Og denne kampagne forstærker blot min kærlighed til dem! Det er desuden et kæmpe skridt i den rigtige retning, at 17 Sundays nu forhandles i det australske stormagasin MYER, og jeg er så stolt af dem. Da jeg backpackede i Australien i 2007, kunne jeg ikke finde tøj i min størrelse nogen steder, så 17 Sundays er virkelig pionerer - de brænder for deres brand og for hele plus-size fællesskabet - og det skinner igennem! Det er nogle helt fantastiske kvinder der står bag, og derfor glæder det mig også at kunne love, at det snart bliver endnu nemmere for os at få fingrene i deres tøj. Inden længe lanceres mærket nemlig på en stor, europæisk hjemmeside. Stay tuned, så skal jeg nok fortælle jer hvor og hvornår!

Se hele SUPER NORMAL magasinet HER, og læs neden under, hvad designeren Claire Primrose har at sige om kampagnen. 

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The australian brand 17 Sundays has just launched their latest campaign called "SUPER NORMAL". The idea is that the clothes is presented in a way that the models would wear it in their free time, and how they would upload it to their own instagrams. 17 Sundays believe that their clothes only really come to life, when it's styled and worn by the girls themselves. I really love 17 Sundays - both the clothes and the women behind it. And this campaign only magnifies my love for them! It's also a giant step in the right direction that 17 Sundays is now available at the biggest australian department store "MYER", and I'm so proud of them. When I backpacked Australia in 2007 I couldn't find clothes in my size anywhere, and 17 Sundays really are pioneers - they are passionate about their brand and about the plus-size community - and that really shows! The women behind the brand are amazing, and I'm so excited to announce that it will soon be much easier for europeans to get their hands on 17 Sundays' pieces, as it'll be available on a major european website very soon. Stay tuned, and I'll keep you updated on when and where!

See the full SUPER NORMAL magazine HERE, and read what the designer Claire Primrose has to say about the campaign:


"SUPER NORMAL is an exploration of the ease and livability of 17 Sundays. The collection focuses on the most important part of 17 Sundays’ garments, which is the girls that live in them. ‘SUPER NORMAL’ is about celebrating the lifestyle and models in the plus category.Our ranges would be threads and buttons on a rack if it wasn’t for the girls we shoot with, that absolutely bring the heat to our collection, they add context to the story, add depth and charisma to our brands and basically realize our vision on film and paper.17 Sundays collaborated with one of Australia’s best fashion photographers and 3 amazing models, Sophie Sheppard, Margaret McPherson and Ellen Kinsella. The girls represent the lifestyle of 17 Sundays and breathe life into the garments. The campaign is firmly about how they would present themselves ‘off duty’ via their instagram accounts and within their own social media and of course how they live in 17. The brand is lucky to have access to some of the world’s best plus models in AU and we want to celebrate them and 17 in a fashion context."

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