NEWS: Queensland label celebrates every woman with new campaign

Roar's Westfield W-League Head Coach Mel Andreatta tried her hand at modelling for the first time recently to help launch a Brisbane-based fashion company's new Spring/Summer collection.

Andreatta joined a group of 12 women headlining a brand new campaign for Adrift Spring Summer 2017 which included, an 82-year-old model, one of the country's leading female philanthropists and an award-winning curvy influencer.

Featuring women of all ages (20 to 82), shapes (petite, pears, triangles) and sizes (8-22), the campaign brings to life the brand’s vision since its inception in 2012 – to be an inclusive label for all women.

Brisbane's Westfield W-League Head Coach went out of her comfort zone as a first time model, alongside Adelaide-based Jenni Eyles of Styling Curvy, whose refreshingly candid approach to life has won her an ever-growing legion of fans.

Renowned Sydney artist Libby Watkins who is working on a custom mural for the soon-to-be-opened fifth store, stepped over to the other side of the lens, making a special trip to Queensland for the occasion.

While 82-year-old model Patricia, came out of retirement to pursue her love of fashion and Share the Dignity Founder Rochelle Courtenay, who has created an incredible social movement that is helping disadvantaged women access female hygiene products.

Frustrated by her inability to find clothes that fit, flattered and didn’t cost the earth, former lawyer and mother-of-four Bec Pullar established Adrift to create a range that accommodated women no matter what their taste, size, age or lifestyle.


Speaking to the origins of the campaign, Bec says that the ‘every woman’ shoot brings to life the daily vision of the brand in wanting to make women feel good.

“The vision for Adrift has always been, and continues to be, a brand that celebrates all women," Bec Pullar said.

"While there have been shifts in recent years by a range of women’s fashion brands to be more inclusive with sizing, we are proud to have offered collections that span an 8 to a 22 since our beginnings.

“We have an incredible group of customers who live their lives in all parts of the country from the beaches to the ‘burbs, major metro areas through to rural, regional and remote areas.

"They motivate us every day in creating clothes that make them feel and look their best, and are the reason we’ve brought this very special shoot together."

The independently-owned label is set to make a mark with its dynamic new campaign, coinciding with the brand's launch into the all-important US market.​

#adrifteverywoman campaign will launch later this month, and will include the release of a limited edition capsule collection in support of the Brisbane-based Share The Dignity.

First established in 2012 with a retail store in Chelmer, Adrift now includes four bricks-and-mortar stores and over 150 stockists around the country.