Fittingly on Valentines Day, the annual celebration for lovers, LOVER has launched the first in a series of initiatives that will define the new direction for the label.

In celebration of Valentines Day LOVER have collaborated with photographer Nick Tsindos on a video series titled “LOVER for lovers”. The videos feature four influencer couples including Sarah Ellen with partner Caleb Jackson, Yan Yan Chan with boyfriend Nathan Jolliffe and model Angela Yu with girlfriend Emma Boseley. Nick also features in the campaign alongside his girlfriend Mimi Elashiry.

Inspired by the famous line spoken by Lady McBeth “Look like the innocent flower but be the serpent under it”, and filmed in voyueristyic style, the videos capture an intimate moment with each of the lovers, in play and in passion.

The video series will launch the LOVER Autumn/Winter 2019 collection. Titled Liberty, the collection is inspired by the renewed wave of female empowerment ushered by the Time’s Up movement. This is translated in 1970’s inspired floral prints and voluminous silhouettes that float around the body and create space for taking big steps.

Hotsprings CEO Joanne Goldman says “Hotsprings acquired LOVER in 2017 with the intention of reviving the cult of LOVER globally. The past 14 months has been spent behind the scenes, realigning design, production, marketing and the retail offer in preparation for the next era for this iconic Australian brand. This is the first campaign for the new LOVER. We want to push the boundaries and explore modern love and romance”.

Concurrent with the launch of the new-look LOVER, co-Founders Susien Chong and Nic Briand will depart the label in late March. Joanne Goldman said “Nic and Susien created a much-loved fashion label. We are grateful for their passion and creativity, as well as their collaboration over the past 14 months. A new era for LOVER will now start and we are extremely confident in the future success of this iconic Australian brand. We look forward to making announcements in the near future”.

Born from the paradox of two paramours, LOVER is a celebration of two people with two different aesthetics, a beauty in the differences. The brand brings together an innocence of spirit against a technical savoir-faire, the romantic and the ethereal, versus the dark and irreverent to create considered detailing, feminine silhouettes and precision tailoring. LOVER is worn by enigmatic women worldwide including Alexa Chung, Miranda Kerr and Beyonce.

Lover is owned by Hotsprings, an Australia-based, family-owned fashion conglomerate based in Sydney. Hotsprings’ stable of Australian fashion brands includes P.E. Nation, Rebecca Vallance, Cooper St Clothing, Vestire and Jasmine and Will.

Source: Lover