Rewind to summer 2016 when we launched our first Weekday swimwear
collection and started to get our first #weekdayswim selfies
throughout social media. It’s fair to say that we were impressed with
the creativity, the attitude and the diversity of people and locations
in the images we saw, plus the fact that it was our customers and
friends and let’s face it, some influencers - made it so authentic and special.
Fast forward to spring 2018, when it was time to produce images for
our new swimwear collection. You get where we are going with this… we
asked 25 women to contribute self-portraits that showcase our latest
collection. Given complete creative control, they had an unrestricted
opportunity to create the sort of images they want to see in a
swimwear shop. The result, we believe, is a nuanced campaign that is
individual yet collaborative, honest and real.