EXCLUSIVE | Trenery to launch first-ever international Spring/Summer campaign shot in SA

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A sneak peek of what's to come. Image supplied: Sarah Mathews, Trenery SA
A sneak peek of what's to come. Image supplied: Sarah Mathews, Trenery SA
  • Australian fashion brand, Trenery, shoots a global SS20 campaign on location in Cape Town, South Africa.
  • The campaign - shot and styled by an all South African creative team - will launch in October 2020.
  • We take a quick look at why this is a hallmark moment for the industry worth writing home about.

When it comes to visual prowess, Africa is abundant with a selection of nature's finest backdrops and historical landmarks. However, aside from (often inaccessible) tourism purposes, it's rare that we see these visuals in mainstream international media. Especially fashion media. 

It's not a matter of never, but rather notably rare - so much so that when we see a campaign such as the Trenery SS20 one shot on our shores, we're reminded that these moments are indeed a drop in the ocean. 

Often referred to as 'Little Europe' in utterances of banter, Cape Town has set the scene for several flicks over the years - from Tomb Raider to Black Mirror to The Kissing Booth

In 2012, Solange not only shot an ELLE SA cover there, but her 'Losing You' music video - also shot in Cape Town - directed by Melina Matsoukas was a subtle ode to the dandyism that tastefully and colourfully dredges the streets of Langa township. 

Australian fashion brand Trenery - while remaining true to their signature aesthetic - now adds a new credit to Cape Town's international cameos with their new Spring/Summer 2020 campaign launching this October. 

READ MORE: Country Road partners with Aboriginal Art fair, adding to list of fashion brands rallying for good

Elouise Brink, Senior Marketing Manager of the Country Road Group, explains that "Trenery is really invested in providing platforms for South African creatives where we can. And, we have tapped into this incredible talent from Southern Africa to deliver this global campaign for the brand.”  

The shoot concept was conceived by Studio Degens, with accomplished director Antoinette Degens, overseeing creative direction and styling, and seasoned fashion photographer Ulrich Knoblauch at the helm of delivering captivating visuals.

trenery spring/summer 2020
trenery spring/summer 2020

Shot at California in Bantry Bay - an exclusive cliff-side home with uninterrupted ocean and mountain views, with an intentional artisanal feeling throughout the home was chosen for the shoot, Antionette reveals that we can expect to feel a "sense of ease, elegance and summer" when we finally see the campaign. 

The house also has a strong sense of form, warmth and comfort - "all of these factors, aligning with Trenery’s brand aesthetic," the team notes. Any local Trenery style enthusiast should be familiar with Trenery's sartorial DNA of casual garments characterised by a distinct kind of simplicity. And a change of location for an international campaign isn't something that would tamper with that, as Antionette explains that "the idea is not necessarily to add a local touch, but rather to inspire a more diverse audience, of which the South African market is a perfect example." 

"The literal local touch is in the brilliant creative team of over 15 talents who brought this production to life," she expresses. 

Of course, when the conversation around representation was amplified (again) circa June 2020, major companies had to reconsider their business models with respect to inclusivity and diversity. In response to this, the director of this SS20 campaign told W24 that "the cast needed to include black models in order to align with our values of representation and inclusivity. The goal is to widen and enrich the brand conversation in a way that feels intelligent and aspirational."  

trenery spring/summer 2020
trenery spring/summer 2020

The cast includes Kaeno Kairo from Botswana and Namibian model Victor N, who are both dark skinned - a welcome move away from the often racially ambiguous selection of faces we've seen fronting fashion and beauty campaigns in recent times. 

Additionally, the team's secondary intention with this campaign is to "breathe life into the timeless yet modern aspects of the brand."

"I hope above all that it brings joy and inspires people to invest in quality 'forever' pieces that will stand the test of time," Antionette concludes.

READ MORE: Finally! Spring/Summer trend predictions shaped by a landmark year dressed in sweats and Crocs  

Why this matters 

Trenery is invested in the communities in which it operates, and having developed a close working relationship with South African creatives over the years, they saw an opportunity to use brilliant local talent to produce their latest SS20 campaign. 

Like Australia, South Africa’s diverse landscape, climate and people have a warm, enduring spirit, and this relaxed way of life, greatly influences and inspires the Australian designers who constantly seek inspiration from around the globe.   

But beyond Trenery's first international campaign shot in SA, it matters that the global brands that have been welcomed with open wallets by South Africans over the decades, actually build meaningful relationships beyond the transactional when they are here - that we are not mere sites of revenue expansion, but rather an understanding of their African shopper should be made evident. This, through campaigns such as this one as well as collaborations that introduce our creatives to the brands' international audiences. 

Additional information and images (shot by Sarah Mathews) supplied by Conversation Capital

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