When it comes to summer 2013 swimwear you would be hard-pressed to find a shoot that is truer to the looks of summer sweat, sand, sun and saltiness than this ‘On the Rocks’ shoot photographed by Gary Golembiewski and stylized by Lizzie Macpherson. The vibrant colours and feminine cuts of the Seafolly swimwear create the physical link between the natural tones of model Hannah Saul’s…

Update: Behati Prinsloo’s full campaign for Seafolly has been released. View the full set of images at the gallery. Seafolly isn’t the kind of swimwear brand that casts just any model with a bikini body and a great tan. Each campaign ‘face’ is also a personality that reflects the direction of the brand. Last time it was Marloes Horst who graced the brand’s campaign, her…

It wouldn’t be unfair to sweep fashion-forward swimwear with a generalization of “overworked”, would it? A lot of the time when ‘fashion’ and ‘swimwear’ are used in conjunction, the result is often something jewelled, dazzled and anything but ‘swimable’. Even AAA’s would risk mortifying modesty slips with a slight shuffle on their loungers in those barely-there bathers — let alone the rest of us in…

As far as international cities go Melbourne is by no means a large one, and that’s a fact that translates heavily into its retail landscape. Shop under the roofs of some of the big-name fashion houses in the city and you’ll find stores dominated by accessories with only a smattering of clothes, if any at all, to be seen. So it is that it’s a…

If nothing else, then Australia’s departmental store battle has proved one fact – get a stunning model to prance down the catwalk and you’ll get smiling faces walking out the door. With a glitzy show, department store giant Myer did just that as it unveiled its spring / summer 2011 offering in Sydney last night. Brand ambassador and face of the store Jennifer Hawkins led…

I’ve never bought a Seafolly bikini that hasn’t been completely flattering. Their pieces usually sit in the very Australian space between ultra-simple and ultra-glamorous; being not too much of either, they’re understated yet ultimately chic. And it’s not all swimsuits; Seafolly also turn out beachwear and accessories that are similarly flattering be they for the beach, pool, or for pretty much any other Summer activity…

Are you ready to be stung by that little needle we call jealousy? Going behind the scenes of Seafolly‘s latest swimwear campaign means gorgeous models (Jess Hart and Samantha Harris) and gorgeous beaches; not to mention that these girls make it all look so effortless. It’s not all just pretty scenery though – the video also gives some insights into the brand itself, the people…

Ah the life of a model. Yeah we know, there’s lots of hard work and hectic times and lord knows you can’t just go and guiltlessly enjoy a big plate of pasta like the rest of us can. But there are beaches, too. These behind the scenes shots of a Seafolly swimwear shoot are from model Jessica Hart‘s blog.

Forever New iPhone Ap We love seeing how the fashion world is adapting to technology and social media. Chain store Forever New are embracing all things gadgety, launching an iPhone application with latest collections, GPS maps, and more. More info here.

When we found out Juliana Forge would be starring in the campaign for Seafolly‘s Limited Edition collection for Summer 2010/2011, we promised to bring you pictures as soon as we could get our hands on some. And so here they are; your very first sneak preview. Neither the swimwear nor Juliana disappoints with this taste of vibrant colours, exotic prints, and sensual poses.