If a collection of postcards sent from tropical holidays in the 1980’s were sent to Spelly before creating our final collection of 2022, you’d believe that this collection was inspired by just that. A family vacation where the sun lingers longer in the sky, languid beach days await and our afternoon ice cream drips down the cone, melting before we are able to finish it.
When you were young, Summer holidays didn’t mean jet-setting off to some tropical location. You jumped in your parents car and headed to the closest coastline you could find. For us it was Phillip Island or Jan Juc near Torquay – your new local was the milk bar down the road, or the Mr Whippy van heralding its daily rounds to the beach carpark with that familiar tune. What followed was long, hot beach days with your girlfriends, with nothing but a few mags and some coconut oil in your beach bag.
Our latest collection looks to Summer Holiday memories of our youth for a postcard worthy transeasonal collection filled with playful splashes of colour and unexpected nods to the 80s. Take a walk (or perhaps, a ride on your old Malvern Star) down Hibiscus Lane 🌺
Hibiscus Lane was inspired by an Aussie summer, with notes of a tropical far north Queensland, or dreams of a family trip to Hawaii and the postcards you may have found in the souvenir store to mail home to your best friend.
We shot the campaign at a darling pink beach shack in a sleepy little town on the coast of South Australia’s Yorke Peninsula: dusty roads lead us to this beachfront shack (Love + Mutiny, a must go if you are heading to South Aus!) where our muses recreated the Summer of Spelly’s youth in front of film photographer Emily Yates. The summer of best friends (it’s kind of reminding us of Now & Then, did you watch that film when you were young over and over too?!).
There are two extra special things about Hibiscus Lane - first of all, we also designed a capsule knit and outerwear collection for our Northern Hemisphere community, as it is often our most common question during this time of year. As you all may know, Spelly loves to design her Summer collections as it is her favourite season in Australia, so it is always hard to imagine pairing that with a knit - but we did it! A way to layer your Hibiscus Lane pieces for cooler climates!
On top of this, Spelly went back to her roots and hand-beaded jewellery designs to go back with the collection. These were then briefed by our team to our SETU fair trade artisans to create the most beautiful, oceanic inspired jewellery.
As always, we proudly like to talk about the sustainability elements of our collection. 90% of styles from Hibiscus Lane contain preferred fibres and 75% of prints are digitally printed, a preferred method as it produces intricately and precisely detailed prints, uses less water, less energy, less ink, and has less risk of chemical runoff to the environment compared to conventional screen printing methods. Additionally our swimwear crafted from econyl diverted 214.89 kgs of nylon waste from landfill and oceans.