SOUTH.ST’s Gentlewoman Club was launched under the SOUTH.ST label mid-last year and the best way to describe it would be that it’s the classier sister of SOUTH.ST. The aim of GW Club is to create pieces that can be worn more formally whilst still effortlessly combining the oversized, comfiness we love about SOUTH.ST.
This month we were so excited to drop our second GW Club collection, adding to the GW club range. We could not be more obsessed with the individual pieces and the final outcome of the campaign. Everything screamed SOUTH.ST GW, from the shoot location in Sweden, the choice of model to style and shoot our pieces, through to the design, quality and fit - and everything in between. This is definitely a collection I’m proud of.
The inspiration for collection II comes from my love of Europe - The culture, style and a longing to travel. We can’t travel right now with everything going on in the world - so we have brought Europe to Australia.
My muse for this collection is Hanna Schonberg. Her graceful, stunning yet effortless style and tangible energy in front of the camera has been a massive inspiration for the GW Club label. This, coupled with Hanna coming from Sweden left me with no other choice than to work with her as the signature model on the collection and shoot the look-book in Stockholm. We provided Hanna with a mood board and an outfit list for the shoot but I wanted to leave most of the styling and creative input for the photoshoot to her. Wow! Did she make my vison come to life. I mean she even transported her own couch from her home to the studio as we had the same couch in the mood board!!
The new collection consists of creamy, buttery tones & a splash of hot pink with 13 pieces ranging from knitted vests & shorts, shirts, MOM style jeans, blazers & crop tops. My favourite pieces from this collection would have to be the “SOFIA” sleeveless vests, “NY” jeans in white & the “STOCKHOLM” knit shorts & matching vest. I love these pieces mainly because of the colours & fit but also because I can dress them all down with sneakers or dress them up with knee high boots. A few of the pieces from the collection such as the vests are designed to be layered with other pieces such as tees, shirts, or sweatshirts and hoodys - one of my favourite looks going into the colder months.
I can’t wait for you to experience GW Club Collection II and hope you enjoy it as much as the team & I do.