In a frenzied, off-beat manner, the story of Pomelo Fashion’s SS18 campaign evolves with staccato glimpses into each woman’s life, and comes full circle to tie all of their stories together. Directed by Ugo Mangin with cinematography by Joe Cook, the heroines wear pastel pink cami two-toned floral wrap rompers and oversized dark wash denim jackets, striped maxi dresses in bright, primary colours, aerobics gear, and off-shoulder smock dresses. Pomelo’s SS18 collection is as versatile as the women who wear it.
Moonduckling collaborated with Pomelo Fashion from beginning conceptualisation, casting, and full service photography and video pre-production, production and post production. The photography campaign was shot by Swedish photographer Mattias Bjorklund.