Oct 18, 2011 12:00AM

Pierre Toussaint Shoots Something Else

For Summer 2012, starring Anja Konstantinova.

There's a reason why Something Else is stocked in 29 countries, including being picked up by big players ASOS, Urban Outfitters and Incu. You need not look further than the local label's Summer 2012 collection and campaign, 'Submerged', to find the answer to their success. Under the creative direction of Natalie Wood and with George Barnes at the helm of art direction, Something Else has been ticking all the the right boxes in our books.

Shot by renowned photographer Pierre Toussaint and styled by Peter Simon Phillips, the campaign imagery plunges us into an underwater world. Model-of-the-moment Anja Konstantinova plays mer-creature to a backdrop of muted hues, inspired by glimpses of glimmering light reflected and refracted in the ocean.

The digital printed garments, rendered in silk, are the stand-out pieces of this collection, while a palette of coral, tan and teal is perfect for colour blocking. Flowing silhouettes and kaftans have become Something Else staples. Teaming up with iconic Australian artist Ken Done, his coral reef paintings have been given new life, digitally remixed and remastered, appearing on a small selection of garments included in the collection.

Loren Askill has created a short film to accompany 'Submerged', also starring Anja.

Something Else Summer 2012 is in store now at Incu and selected boutiques nationwide.

www.something-else.com.au