Collection Survey: Underground Sundae’s Chill New Collection

Underground Sundae’s new campaign features some very cool jewellery from their new collection and a whole bunch of even cooler girls. Shot by Imogen Wilson (also cool), the campaign has a very lazy Sunday vibe, featuring some of our most-loved activities: looking cute in the bath, hanging in our undies, doing face masks and treating our pets like they’re our first borns.

Get to know Underground Sundae designer, Annemieke Ytsma, and her influences on this collection below. And tap through the gallery above to`see the full campaign.

Name: Annemieke Ytsma

Starsign: Cancer / Aries Rising

Where are you from and where do you live now?
From Dunedin, living in Melbourne.

And what were you doing, learning or practicing before you started working on your line?
That was a long time ago. I’d just finished art school and had no idea about business so I thought I’d start one.

Can you tell me a little bit of background on the collection — any inspirations, references, important collaborations?
‘LobsterII’ has evolved into the never-ending collection over the past year, and we have recently added a Zodiac line ‘Rising Stars’ in collaboration with NZ poet Hera Lindsay Bird. I wanted to think about… if Underground Sundae wrote your star signs, what would that sound like? I had been a fan of Heras work and I approached her work with Underground Sundae and she (thankfully!) said yes! Collaboration is pretty central to most of my work and since the beginning of Underground Sundae I’ve been interested in how incorporating other artists can bring a different element to the jewellery. Imogen’s portraits have been an ongoing collaboration, the previous campaigns were shot in NZ so it was very exciting to have her here in Melbourne to shoot this campaign.

If the collection was a colour: Scarlet

If it was a mood: Dream

If it was an animal: A Camarillo white horse

If it was a language: One spoken very softly

If it was a place: Heaven

If it was a time: The now

If it was a song: ‘There Must Be An Angel (Playing With My Heart)’, The Eurythmics

If it was a season: March Equinox

If it was a food: Ambrosia salad

If it was a famous person: Nastassja Kinsky in Paris Texas

If it was a smell: Warm bathwater

If it was a texture: A handful of pearls

If it was a quote: “There is only one corner of the universe you can be certain of improving, and that’s your
own self” — Aldous Huxley

If it was a film: Rosemary’s Baby