The Shoot: The Forme Spring/Summer 2024 Campaign

Welcoming the first arrivals from The Forme’s Spring/Summer 2024 Edit, as seen through the lens of our seasonal campaign.

To effectively convey The Forme’s seasonal Edit, the Spring/Summer 2024 Campaign embodies: lightness, fluidity, and ease, with unapologetic indulgence that encapsulates relaxed romance of luxury materials and generous cuts.

The location is over an hour’s drive North from Sydney, a destination that promises a sun-bleached, seaweed splattered sandy beach, book-ended by deep caves. By establishing the exalted scene and tone for this Edit in a sparkling bright and relaxed setting, the inspirational mood-board for the shoot featuring highly saturated images of shadowed silhouettes against sunrises and sunsets are actualised over ocean horizons. It was this desire to use dichotomous extremes of light and shadow that illuminates and highlights the refined elegance of standout styles across the Edit.

The clothes beg to be worn in 30-degree weather as they are effortless and relaxed, lightweight and simple. Not too casual, and not too dressy; they’re carefully curated to become style solutions no matter the occasion. It is this directness and intentionality that is translated through the new campaign as these clothes bring joy to their wearer, while also serving a distinctive purpose. Johnny Was’ Eliza Kimono will look fabulous on your next night out, Silk Laundry’s Short Sleeve Boyfriend Shirt in ‘Fibonacci’ print will be the perfect talking point at your next work function, Vanessa Baroni’s candy-coloured chain necklaces and bracelets will enliven and elevate even the most basic outfit.

However, it is the breadth and individuality of the Spring/Summer Edit as a whole that sets it apart since you will not see this offering of women’s clothing together, elsewhere. It truly is a celebration of the Australian lifestyle; styles selected for every day, and every night, all with an inherent ease and relaxed attitude.

Maintaining thematic and stylistic continuity with the Fall/Winter 2024 campaign, juxtaposition of textures remains a key goal when styling the Edit. A spectrum of cottons and silk–poplin, voile, twill, silk habotai, yoryu, satin–are all styled to cement the delectability of materials found throughout this Edit. All will soon be unveiled throughout the remainder of 2024.

The Forme is delighted to present to our customers an expanded product line that further enhances our ever-evolving Edit, with the introduction of new and exciting labels Mossman, AUR OCEÀ, Sita Murt, MOS The Label, Kinney, Cable Melbourne, être cécile, Lollys Laundry, and CAMILLA. It is of note that over half of these new brands at The Forme are based in Australia or New Zealand, a nod to our unwavering commitment to supporting the Antipodean fashion industry at large.

These images have been captured by Daphne Nguyen on location in Sydney, Australia, with spring/summer muse Sophia Gerakas.