It’s about time. After months of pushing through the long, dark, dreary days, there’s finally something on the horizon. Spring is almost here, and our new collection has arrived to welcome it in. It captures the full energy of the season - bold bursts of vibrant colour, lightweight fabrications, and standout embroidered and appliqué details - all designed for the sun’s long-awaited return. At last, it’s time to get reacquainted with the great outdoors.
To bottle that mood and momentum, we headed twelve hours south over the eastern Atlantic, trading Camden’s early-January grey for South Africa’s sunlit brilliance. Because back home, warmth wasn’t even a remote possibility. We had a clear vision for this campaign - and the ones that will follow (more on that soon) - and it called for a photographer who could do more than deliver. It needed someone who could elevate it into something unforgettable.
Enter Rhys Frampton: celebrated for striking colour, dynamic composition, and an instinctive mastery of natural light. Expect to see more of him in an upcoming Wax Meets.
We spent ten days away from home and, alongside a talented, tireless - and by the end, slightly sunburnt - crew, captured the entirety of our spring and summer campaigns across the coastal calm of Hermanus and the electric energy of Cape Town.
Consider this our opening chapter. There’s plenty more to come.
