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Desire Takes Over in Oroton's Newly Launched A/W17 Campaign Through TBWA Sydney

01/02/2017
Advertising Agency
Sydney, Australia
48
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Fashion film stars brand ambassador and Aussie actress Rose Byrne.
Oroton has launched its latest campaign for Autumn/Winter 2017 via TBWA Sydney.

Setting the scene Ben Briand at Collider has directed Oroton's premier fashion film, a playful and disruptive representation of the Oroton aesthetic. A sultry, sophisticated Rose Byrne, Oroton's brand ambassador, is sided by a bold cast of fresh faces, taking the audience on a journey through obsession, jealousy and desire. The cinematic dream is centered on Oroton's leading campaign piece, the Ashbury Clutch, embodying a refreshed vision and juxtaposition of sophistication and effortless cool.



Taking a dark journey through Sydney's iconic St. James station, a purposefully mysterious sequence is played out. Women of varied styles and attitudes wander with purpose throughout the setting, coveting the Ashbury Clutch as it is 'snatched' from one woman to the next in a sequence of passing moments. There is a dry playfulness as the bag is plucked out of their possession and snatched onto the arm of the next. Created in perfect harmony with a modernised design culture, the film tells a visual story of desirability that has always surrounded timeless Oroton pieces.

Inspired by 1960's bohemian and the textural richness of the fashion era, the AW17 collection mirrors the same ideal put forth in the film. Visual cues are taken from art-deco Los Angeles to the deep greenery of the coastal Cabrillo highway, with influences from architect Frank Lloyd Wright and artist David Hockney.

The Ashbury Clutch sets the scene for a season defined by personality, attitude and effortlessness, with Croco textured leathers cemented as a defining feature of the season. New styles are born with an extra nuance of personality, as the sharp metallics of the San Vincente range are juxtaposed with the delicate, multi-material embroidery of the limited edition Desert Rose range.

Screen Shot 2017-02-01 at 8.49.08 am.jpgAW17 takes a journey through texture and time. A significant step in design progression and style, Oroton's signature hardware has been reformed. Introduced to all new signature styles, this renewed take has been applied from shoulder Screen Shot 2017-02-01 at 8.49.21 am.jpgchains to metal clasps, both in keeping with Oroton's signature style whilst heralding in a refreshed outlook.

Hockney and Getty ranges are inspired by travel and architectural minimalism, bringing forth a sense of everyday sophistication to the Autumn Winter collection, both with limited edition pieces. Sided by the Maison range, Oroton's answer to stylish workwear, the Estate and Forte ranges are also revisited for the season, brought forward in new colours and styles.

A step in a new direction, AW17 was designed with a focus on playing with expectations in a way that shifts thinking, a way that explores the depths and breadth of the signature Oroton style whilst allowing the wearer to discover a side of her she may not have come to realise. An understated yet playful essence, a self-assured confidence in a sea of look-at-me's. Heralding in a new age of playful attitudes and effortless cool, Oroton is creating a shift in thinking. 
Credits
Work from TBWA\Sydney
Foxtel - Date
23/03/2016
7
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Foxtel - Bus
23/03/2016
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Foxtel - Karen
23/03/2016
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