Seed Heritage is one of Australia’s most cherished fashion brands. Known for its understated designs and commitment to quality, the brand’s collections are created with a focus on beautiful design and a modern, from an Australian point of view.

For the September 2024 campaign, we embraced this ethos by highlighting the style of everyday women wearing approachable pieces. Graphic treatments in the campaign were subtle and understated, allowing the garments to take a central focus. The muted colour palette, minimalist layouts, and restrained typography mirrored the brand’s central message: style should be effortless. We aimed for every visual element to evoke a sense of ease, from the natural poses of the models to the soft, organic shapes within the compositions.