Fast-fashion e-tailer PrettyLittleThing has collaborated with
Australian-based creative agency, Komodo, to shoot its new campaign
entirely using drones, in what it is calling the future of fashion shoots
in a Covid-19 world.
The coronavirus pandemic has led to brands needing to find new creative
ways in order to reach their customers, due to travel restrictions and
social distancing rules traditional fashion shoots have not been able to
proceed, which is why PrettyLittleThing decided to do something a little
different and shoot its ‘The Escape’ summer campaign entirely on a drone.
Shot on location in New South Wales in Australia, PrettyLittleThing
explained that they choose the southern hemisphere country as it has been
successful in flattening the coronavirus pandemic curve, which has meant
that it has eased restrictions ahead of most major countries.
However, the e-tailer did add that during the shoot, the crew, as well
as hair and makeup teams wore face masks and the models were shot
individually in isolated areas to ensure that everyone was adhering to the
Chief executive and founder of PrettyLittleThing, Umar Kamani said of
the campaign in a statement: “I am really excited to be launching this
campaign with We Are Komodo. In light of the Covid crisis, we as a brand
have had to adapt to new ways of working and for myself and our team to be
the first fast-fashion retailer to shoot solely on a drone proves why
PrettyLittleThing are always at the forefront of the industry.”
Model Samantha Rayner, who took part in the shoot, added: “Shooting with
a drone was so different to a traditional shoot with us models having to
hold each pose for an extended period of time so the drone can focus. It
was certainly different from shooting in my living room which was beginning
to feel like the norm. I am so proud of the campaign and can’t wait for the
world to see it!”
E-tailer PrettyLittleThing shoots new inclusive campaign on a drone
The campaign features some of Australia’s best-known models and
influencers including Samantha Rayner, Kaela Tavares, Ashleigh Menin,
Ariella Nyssa, Vakoo and Bruna Lapinskas, as PrettyLittleThing looks to
also highlight its use of women of different races and body types to
promote its newest collection.
Kamani, added: “Our EveryBodyinPLT campaign has been extremely
successful since launching in 2018 and we are proud to be working with some
incredible talent and showcasing different sizes and ethnicities in this
global campaign. We want everyone to feel good in their own skin and
bodies, to feel confident and empowered no matter your shape, size,
ethnicity or status.
“The models and Komodo team have been fantastic to work with and given
the social distancing restrictions being relaxed in Australia before
anywhere else this was the perfect setting for us. The team’s dedication to
producing this campaign during a very difficult time has allowed us to give
our customers a new creative in a non-traditional sense which is what is so
important to us as a lifestyle brand – producing new and engaging content
across all of our platforms.”
Each of the models were shot individually in Port Stephens, Stockton
Sand Dunes and Sydney’s Carriageworks.
Founder of Komodo, Nick Seymour added: “We at Komodo are stoked that
PrettyLittleThing decided to work with us on this revolutionary campaign.
Our mantra is ‘Never Do Normal’ and we are always looking for innovative
ways to inspire our clients and this was a great opportunity to do
“The final result is epic and we are so proud of it! Australia is such a
stunning backdrop for global campaigns and it’s incredible to shine a
spotlight on how versatile it can be by bringing one of the world’s largest
online retailers to our shores for a global campaign.”
Images: courtesy of PrettyLittleThing