Summer Heat for Pleasure State.

Welcome to 'Summer Heat', a Pleasure State campaign that's all about the vibrant, the vivacious, and the whimsically wild. The visuals champion the celebration of radical self-love, taking an unorthodox approach to fashion that embraces contrasts and satisfies the appetite for boldness & beauty. A new season campaign for Bendon Group.

Photographer: GARTH BADGER from Thievery Studios

Art Director: ELLE PLANK

Producer: KATE LILLY | PAULA KNAGGS

HMU: KATH GOULD

DOP: JOSH EDMONDS

Video Editor: DAN MARTIN

Photo Retoucher: ANNALEE HART

Graphic Design: ELLE PLANK

Set Assistant: TANIA SMILER

Models: HUNTER KAWANA | YASMIN CHRISTIAN @62management

Pleasure State | Art direction

The concept of a Parisian balcony allows the audience to dive into our spontaneous amalgamation of a fluid and theatrical experience that transports us to a world of luxury romance. The set design was a substantial project with many challenges and hurdles but the final result allowed us to create a campaign that was different but with a strong nod to brand heritage and opulence.

The imagery is lit up with unexpected, unapologetic splashes of colour. The Summer Heat campaign is where extravagance meets ease. With this new season, we invited our customers on a journey of discovery, self-expression, and empowerment. With striking photography and video to explore the beautiful symphony of lingerie designs that define not just the brand, but the season itself.

Media & activation

Launched in July 2023 for new season styles dropping, a through-the-line media plan and paid channels, with a consistent look and feel at every touchpoint. This campaign leaned in to the powerful imagery to capture, connect and convert customers, online and in retail.