Australian fashion juggernaut Country Road is no stranger to producing epic campaigns, recently having outdone itself with the 50th birthday celebration photos with model Gemma Ward.
Sometimes it can be difficult to strike twice and produce an equally beguilling secondary campaign.
But that was no problem when it came to planning for Mother’s Day at Country Road.
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The team got together six mature women of varying ages, dressed them in beautiful CR staples and asked them to reflect on what it means to be a mum and the leading roles they play in the lives of so many.
The campaign is aptly titled “The Role of a Lifetime”.
The women are dressed head to toe in Country Road ensembles that reflect their personal style and taste.
And the campaign video and accompanying photos have been a stellar hit with the brand’s audience.
The production shines a spotlight on women of all ages, ethnicities and idiosyncrasies, with one talking about her alter ego called Madge and another showing off her 15-year-old dog in the footage.
It’s real, it’s raw and goes beyond selling the clothes these six women are wearing.
“Love to see this, more of this please! Diversity! Different ages! Older people have a story to tell,” one woman wrote on Country Road’s Instagram page.
“This has been your best campaign, they are so stylish!” said another.
A third added: “Bravo CR. I love love love this! Well done celebrating women of all ages. I hope others follow your lead”.
Country Road has compiled a Mother’s Day gift guide on its website to help you choose an outfit or accessory that’s perfect for the leading lady in your life.
To shop the full range, head to Country Road’s website here.