If You're Not Already Following This Byron Bay Label, You Will After This


Trevor King for Auguste

It's hard to imagine something that captures the heart of Australian style more than the combination of Aussie It girl Jessica Hart and boho Byron Bay label Auguste. And we're lucky enough that's exactly what has just happened with the label's latest dreamy campaign, titled Magnolia. (If you're not already following the brand on social media, you'll want to start taking notice.) Although, it's not the first time Byron Bay labels have captured world talent recently with Sarah Ellen being featured for Spell & The Gypsy in Paris, so it's no wonder the small surfing town is expanding its influence across the global (fashion) map.

To get the inside story, we talked to the founder and creative director of Auguste, Ebony Eagles, about the latest campaign and why she chose the Victoria's Secret model to feature as the face of Magnolia. 

Keep scrolling to see the campaign and to shop one of Eagles' favourite pieces from the collection.

WHO WHAT WEAR AUSTRALIA: How did Auguste launch?

EBONY EAGLES: Auguste launched three years ago when I was living between Byron Bay and Bali. I was designing for my previous label but I started to realise that my designs had changed quite dramatically. I started designing for the lifestyle of myself and the women around me, with an emphasis on coastal living and its versatile way of dressing that takes you from the beach, to the office, straight to dinner.


Trevor King for Auguste

WWW: How did this campaign come about?

EE: Magnolia's designs are unapologetically sentimental for that late '60s early '70s era, and the campaign we created had to reflect this. The location is a really iconic 1960s house in Malibu that was designed by Harry Gesner, who I find so inspiring because he is really eco-conscious and influenced by nature. Because this collection was so heavily influenced by the same time the house was built, it made sense to shoot in a location that really permeated that nostalgia.


Trevor King for Auguste

WWW: Why was Jess Hart chosen as the perfect face of this campaign?

EE: I've watched Jess throughout her career and have always wanted to work with her. She has this really effortless beauty that I knew would work so well with this season.

WWW:  If a woman was to buy just one piece from your latest collection, what should it be and why?

EE: For versatility reasons I would say a wrap maxi. It's the sort of effortless wardrobe piece that can take you from garden weddings to easy Sundays by the ocean.

Watch the Magnolia video featuring Jess Hart below.

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