“We saved you a spot on the beach.
And we’ve got the sharks out of the pool.
We got the ‘roos off the green.
And Bill’s on the way to open the front gate.”
These iconic lines were part of a 2006 tourism campaign that catapulted Lara Bingle (as she was known then) into the international fame stratosphere. The 18-year-old model became the quintessential Australian poster girl for a utopic country; colourful string bikini. White sands. Cerulean waters. Tick, tick, tick.
“So where the bloody hell are you?” Bingle beamed coaxing foreigners in armchairs to pay this sunburnt country called Australia a visit. Since 2006 – a year when Nicole Kidman married Keith Urban, and farmers battled the worst drought in 1000 years – Bingle has morphed into a very elegant, fashion-forward Mrs Worthington; wife to Hollywood actor Sam Worthington, mother to Rocket, Racer and River, and owner of a very successful beauty brand.
It makes perfect sense then for Worthington to partner with a brand equally as part of the Australian social fabric as herself: Seafolly. Like 33-year-old Worthington, the swim and beachwear brand has had a style evolution of its own – a renaissance of sorts – since its inception in 1975.
Following a strong swimwear season, Seafolly introduces “Always Seafolly”, an initiative which promotes the spirit of always being connected with oneself and the beach; a confidence and carefreeness, marked via some pretty beautiful heritage wares.
“Lara is a remarkable talent and there is no denying her down to earth nature and love for the beach will resonate with our customers,” said Seafolly Head of Marketing. “When we first approached her about a partnership, we were drawn to her confidence and passion for wellness as much as her love for Australia and the beach. She loves to express herself through style and is a constant inspiration to her fans on living a happy lifestyle. It’s that authenticity and unapologetic spirit that we admire, and we are thrilled to welcome her to the Seafolly family.”
The “Always Seafolly” collection heralds keepsakes for all seasons. One-shouldered, cut-out ribbed swimsuits – a new silhouette and upgrade from last season’s sell-out range starring Georgia Fowler – are mixed with lilac knits and oversized cream hoodies with vintage “Seafolly” insignia emblazoned across the front.
“Lara will be a beacon of how some of our newest collections can be uniquely styled to suit individual personalities and lifestyles, showcasing that being yourself, being comfortable and looking stylish are not mutually exclusive.”
Australia right now is being pinned as the poster child for utopia. And Worthington is right at home in a storied brand that is coming to the season-less fore.