behind The Campaign: Rue Stiic's Topanga

  • Style
posted by James Willmott

If you’re a lover of modern brands delivering vintage-inspired pieces, then prepare to be blown away by Rue Stiic‘s latest campaign. With a travel-inspired ethos and handmade artisanal pieces that embody the eclectic influences of Bali, California and coastal Australia, Rue Stiic continues to capture our imaginations with their latest collection, Topanga.

Think sultry bohemian luxe shot against a backdrop of Byron Bay woodlands and rugged dunescapes, with a dash of horse-ranch thrown in for good measure, and you’ll be coming close to the magic.

We were excited to sit down with Rue Stiic Director, Jillian Beed, to hear all about the talented creatives behind the campaign, and the inspiration that brought Topanga to life.


Jillian, the new Rue Stiic campaign is amazing! Tell us where it was shot?

Thanks! It was shot at the Zephyr Horse Ranch in Byron Bay.

What’s the process of choosing locations? Obviously it would be hard to choose just one!
It’s definitely a hard one! When we start the collection, we actually create the story at the design phase so we’ll have a pretty good idea where we have to position ourselves for the shoot. Topanga was inspired by our beautiful Byron Bay, so we had horse ranch and beach in mind – and we luckily fell across the amazing Zephyr Horse Ranch and just knew the location would bring the collection to life with their beautiful ranch by the sea.

Tell us about the products featured.
We actually shot the entire collection. Topanga flaunts flowing rayons with our exclusive hand drawn flower, textural cotton gauze pieces, and a beautiful earthy color palette.


Who were the key individuals involved?
We worked with our amazing muse, Annalise McLachlan; Nat Lanyon behind the lens, Phoebe Barrett for makeup, and myself behind the styling. We worked with Nat once before and absolutely loved working with him.

How long did it take to shoot and bring together?
This shoot went from early light to sunset if I can remember correctly. I believe we shot around 70 looks… it was a huge day. Of course Pre and Post production took days of planning and organising as well.

What’s the best thing about shooting new campaigns?
Campaigns are the most exciting day for every collection. It’s when our creations come to life and we have the opportunity to put a story and a soul behind each piece – and the brand in general. As we are still such a young brand, it’s so incredible to create bigger and stronger campaigns for each season and watch Rue Stiic grow with our story.