BEHIND THE SCENES OF SS18

40 years ago, on the iconic Collins St strip in Melbourne, David Lawrence was born. Emerging at a time when women’s responsibilities and identities were rapidly evolving, we were the first Australian label to offer luxurious, investment pieces for the working woman.

The Concept

Our latest campaign; Tailored For Ambition is a celebration of this 40-year milestone. We recognise the goals and success of women and the ambition it takes to get there, whether it be in the workplace, at home or simply within themselves.

The Location

The Ian Thorpe Aquatic Centre is the home of our campaign. Besides the five-time Olympic gold medallist the centre is named after, this site is famous for its unique wave architecture. Over the years it has won many prestigious awards for its innovative design, such as the Public Architecture Award, the ASI Steel Award and the IES Lighting Design Award.

The centre was built by famous architect Harry Seidler; well known for his modernist approach to design. What made Seidler’s work so unique was his ability to reflect societal progression in his buildings. As his environment evolved, so too did his approach to design. This technique strongly resonates with the David Lawrence brand, as our design approach to womenswear has also evolved alongside the Australian woman as her role in society has transformed.

The Model

Beautiful as she is passionate and determined, Emily Baker is the stunning face of our Tailored for Ambition campaign. With a career that began at 17 years old and now an international name on the runway, she has walked for major fashion houses all over the world including Chanel, Valentino and Prada just to name a few. Living in New York, with a career that involves travelling the world constantly, Baker’s work has not stopped her from pursuing her own personal passions. She’s a photographer at heart, behind the glamour of the runway. Independent, determined and hard-working, Baker perfectly embodies the ambition of the David Lawrence woman.

Follow her journey @emilymaybaker


The Photographer

With her romantic eye for imagery, Nicole Bentley has a unique gift for story-telling through her lens. Her mastery of light and photography introduce a sense of modernity and seasonality to the new collection. A true female leader in her profession, it only seemed fitting Nicole Bentley be the one to capture the strength and ambition of the David Lawrence woman for this campaign.

View her work on Instagram @nicolebentleyphoto




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