17 Sundays Strike with 'Sticks & Stones'

Georgia Pratt in 17 Sundays 'Sticks & Stones'  A/W16 campaign.


Celebrating the release of their fourth collection 'Sticks & Stones' for autumn/winter 2016, 17 Sundays have released a campaign that is truly striking. Featuring gorgeous Kiwi model, Georgia Pratt, who has been making a name for herself in New York in the past couple of years, and shot by talented photographer Lily Cummings, it's the kind of raw, beautiful imagery that makes you stop, stare and let your gaze linger for all the right reasons.


As well as featuring a local, it was also shot in Auckland, with the rustic landscape adding the perfect amount of moodiness to a collection that is based on black. "As a brand, we wanted to focus this campaign in NZ," says 17 Sundays Brand Manager, Claire Primrose. "We have such a loyal supporter base across both islands we wanted to give something back. This is our third campaign with Lily and we have talked about doing a purely black and white campaign in the past, we felt this was the season to do it. This season, focuses on textured blacks and knitwear, which lends itself to moody, evocative imagery we chose to explore that chemistry rather than purely focussing on the garments.”


The idea of cocooning yourself for the cooler months is a theme in the range and the warm knits and jackets certainly make it easy to layer while still being chic. Texture is ever-present in the collection 'moving from sheers with knife pleats to quilted, high shine and inky black feather yarns'.  New denim silhouettes for the label and winter floral print dresses round out the collection.


It's wonderful to see a high fashion campaign from a plus-size label and 17 Sundays have been working hard to challenge stereotypes of curvier fashion and prove that it can still be aspirational. With these stunning images we have no doubt that many ladies will be coveting these pieces this season.



Images by Lily Cumming for 17 Sundays.

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