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LIFEwithBIRD and Sophie ‘Hirschy’ Hirschfelder Pay a Neon 90s Homage for Spring 2013


Fashion has a borderline-obsessive view towards Nineties nostalgia, and it’s not hard to see why. But the new LIFEwithBIRD campaign has no need for grainy retro filters and gives the decade a sharp modern spin.

Much of it is to their choice of model, Sophie ‘Hirschy’ Hirschfelder, the Melbourne stunner who could give Bambi a run for her money in terms of both eyebrows and catchy moniker. Her razor features and steely glare are the perfect match for LIFEwithBIRD’s loose, minimal silhouettes, and toughen up even the floatiest of printed chiffons.

LIFEwithBIRD celebrated its 10-year anniversary last year by opening Mercedes-Benz Fashion Week Australia with a series of breezy tanks and silky pyjama jumpsuits swathed in all-Australian sea spray prints. This collection is a little more street and packs a more graphic punch, but there’s no loyal customer who’d be turned off. Particularly with Hirschy as sales girl.

The campaign photos were inspired by Corinne Day’s shoots for i-D magazine in the 1990s. We reckon she’s done them justice. 



Images: Fashion Gone Rogue