The Strand takes on India in new S/S 2012 campaign via PDC Creative, shot by James Pipino
Updated: The Strand Arcade’s latest Spring Summer 2012 campaign, Art of Authenticity, takes people on a journey to New Delhi, Jaipur and Rajasthan, India via PDC Creative and Unsigned Management photographer James Pipino.
Pipino shot model-of-the-moment Nicole Pollard in a selection of stunning gowns and outfits from designers at The Strand Arcade including Manning Cartell, Alex Perry, Lover, Lisa Ho and Leona Edminston.
With temperatures soaring up to 45C, the entire shoot was split amongst 3 days, shooting at dawn and dusk.
The campaign is currently on display in the Strand Arcade on Level 1. The Artisans of Fashion exhibition is displayed on Level 2 (until 28th October).
Says Pipino: “Shooting in India was an amazing experience that was full of interesting and exciting challenges which made for a beautiful campaign. All of this was possible by having a creative and production team that worked really hard to make ensure that we got the most out of the locations and time spent in India. The strong tie between the location and the model was a big thing, I wanted to ensure a connection between being in India and the final campaign images.”
So why choose India? The Strand Arcade are major supporters of the Artisans of Fashion (AOF) initiative. This is a celebration of a unique relationship between designer and artisan, bringing Australian designers together to honor the traditional craft and handiwork that goes into many of the garments we see on the international runways.
The Artisans of 
Fashions aim is to support vulnerable and landless communities in India whose lives depend on the traditional craft industry. The program will build awareness and help create economic opportunities and build profitable businesses through the next generation of artisans. By doing so, AOF also hope to save innumerable master craftsmen and women from a life of indignity working for paltry wages as day labor, or even committing suicide.
The AOF program takes people on a journey into the extraordinary world of the designer collaborating with the artisan and the use of handcrafted Indian textiles, beading and embroidery in Australian designer fashion – not only to honor the heritage 
and craft that has come through generations, but also to support cultural sustainability and give back to the traditional craft communities in India.
Pipino collaborated with stylist Vass Arvanitis who has worked on the past 5 campaigns for The Strand Arcade.
Agency: PDC Creative
Creative Director: Caroline Poiner
Photographer: James Pipino (Unsigned Management)
Model: Nicole Pollard (Chic Model Management)
Stylist: Vass Avanitis (Unsigned Management)
Hair & Makeup: Julie Provis
Behind the scenes: Robyn Beeche
8 Comments
Really nice shoot.
Not what you’d expect from a shopping centre… better photos than the stuff being done for Myer and DJs at the moment.
shame they went for the old anorexic look. Who wants to look like a lollipop?
who wants to look like a lollipop?
throughout history, the most desirable body shapes have always been those that are most commonly sported by the privileged.
When poor people were emaciated and super skinny due to poor/insufficient diet, plump body shapes and curves were what people desired.
Now that poor people are obese due to poor diet, people want to look the opposite of that.
It’s just the way things are.
But don’t worry. When global warming causes a worldwide famine, plump chicks will be all the rage again.
Really beautiful work.
I agree with CD, the shots are much better than the latest Myer and DJs campaigns. Beautifully photographed and love how they background compliments. Love it!
Actually I’ve just looked at The Strand and James’ stuff online and the do some pretty amazing stuff. Nice work guys.
hey Campaign Brief, can you upload better images? And a link directly from the homepage to hires shots, cheers.
nice one
Yep, beautiful looking shots. Some nice comments from the PDC Team too, blowing their own trumpets. Just needs an idea now….