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
Photos & Fashion: Imogen Wilson
Models: Tasmin @ Duval, Kristen @ Duval, Nathalie Scarlette, Clair Bair
Make-up: Georgia Gaillard