Stepping It Up For Portmans


A comprehensive brand refresh for this iconic Australian retailer, we injected some forward fashion thinking that would help take Portmans into a new online era. From strategy to supermodels, Jane conceived and executed all the brand’s creative needs including photography, national television spots, in-store messaging, design, online content and brand positioning.


Who better to shake things up and bring our Girl On Top positioning to life than one of the world’s top models. Over the next two years we worked with Abbey Lee Kershaw in cities around the world to help give the brand an international edge and also demonstrate that no matter where a Portmans girl goes, the city is her catwalk.


The second phase two of our Girl On Top campaign featured another Australian top model / hart-stopper, Jess Hart. With a more ‘super model next door’ personality, working with Jess gave us an opportunity to a show a different side to the brand while building a strong social media presence.

“So good we all just did a happy dance!”

Sarah Carter, Head of VM Portmans


The streets of New York provided the backdrop for our 2015 Spring / Summer campaign. As well as creating the brand’s first television commercial in over a decade, the campaign also extended into outdoor, digital and in-store. But the shining moment was closing down a New York City street and living to tell the story.

To build the fashion credentials of the brand we introduced a series of digital look books that would give customers an editorial view at the product. The language and design would inform both EDM, VM and social assets to give each collection a unique look and feel.

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