Behind The Campaign: Rhythm's Aloha Palms

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posted by James Willmott

Ever wondered the who, what, where, when and why’s around your favourite labels campaigns? You know, the little things. “Why did they choose that incredible location over another? What exactly are they capturing? Who are those gorgeous girls they are using? When did they shoot it?”… the list could go for miles. Well, put your mind at ease, we’ve got you covered!

We all love a new swimwear range, especially when it happens to tie in with an incredible supporting campaign that represents that very collection so accurately. For Rhythm’s new Aloha Palms collection, that’s exactly the case. If you haven’t yet laid eyes on the incredible prints and cuts, think Hawaiian coastlines with a colour palette of soft pastel skies, palm, taupe and ocean blues. It’s basically everything that screams summer!

Join us as we catch up with Brand Manager, Daniella Ciano to discover everything about their ‘Aloha Palms’ collection and campaign.

Thanks for catching up Daniella!
My pleasure! Thank you for having me!

Can you tell us about your role at Rhythm?
I love my role at Rhythm. Beach culture plays a massive part in my heart. It’s not really a job for me because it’s what I love to do. If I could wear bikinis to the shops every day then I would!
My role is to oversee all aspects of Rhythm girls from designing, right the way through to marketing and production. It’s so rewarding to see each collection all come together!

Tell us all about Rhythm’s new swim campaign?
Our new swim campaign was shot in the dreamy location of Kauai, Hawaii. The lushness of an island get away and abundance of tropical scenery was the perfect backdrop for this range. The collection features colours and print stories that draws from the magic that this island has to offer.

You are always shooting in the most beautiful locations. How did this differ from the ones you’ve shot in the past?
This campaign was a little more special to us as Kauai resembles much more than just another beautiful location. It represents every element of the Rhythm girl’s spirit: The dreamer, sun seeker, free spirit, lady sliders and the wanderer. Kauai has so much to offer. It is known as the garden state with its lush, green mountains and hidden waterfalls. Rainbows appear daily, wild life stroll the streets and the beaches are phenomenally breath taking.

Why did you choose this place over others? What’s the process?
Shooting in Hawaii has always been a dream for our team and seeing as this season’s collection was inspired by wonders of Kauai, shooting there fit the scene perfectly.

How long did it take to shoot and bring together?
The shoot took place over two fun filled days. We were incredibly fortunate to have mostly clear weather as Kauai often rains – that’s why it’s so lush! On the one occasion where it did rain, we were greeted with a picturesque rainbow that made a ‘could be stressful afternoon’, into a magical hour! All in all it was such an incredible production and we had an amazing team that made the whole campaign dreamlike!

Who were the key individuals involved in the project?
The production team was quite small, as there were only four of us, our model, H&M, photographer and myself as creative director. Our photographer and Rhythm advocate, Julian Martin, has worked with us before on previous shoots and has an incredible eye. He is amazing to bounce ideas with and effortlessly captures the beauty around him. A good friend of Rhythm’s, Ashlea Penfold, was our hair and makeup artist. She is fantastic to have on set as she brings so much energy to the team and helps out with styling and creative direction. We had such a great team!

Who did you use as talent? Have you used them before?
Our muse for this collection, Bryana Holly from Huntington Beach, California, really embodied the ethos of the collection and showed us what being effortlessly feminine was all about. It was our first time working together and she was a dream to work with. We can’t wait to work with her again!

How did they reflect the look you were going for?
Bryana has a divine charisma about her. She lights up any room she enters. She was the perfect reflection of what being a rhythm girl is all about!

What’s the best thing about shooting swim campaigns?
Swim campaigns are so much fun! As the designer for Rhythm swim, seeing the collection on a model and styling it the way you want in a dream location is just the best feeling! What more could you want!