This year the release of Lazy Girl Lingerie's 'Ocean Eyes' collection has seen the Indigenous brand reach a new level of success.
Since debuting the new collection on the Australian Fashion Week (AFW) runway earlier this year – as part of the David Jones and Indigenous Fashion Projects showcase – it has been a busy few months for designer and proud Waanyi woman Cassandra Pons; shooting the collection's campaign in Byron Bay and preparing to officially release it later in 2024.
"AFW was such a high being able to showcase the new collection I've been working away on. It was also super special to connect with the other IFP designers in Sydney and showcase our collections in person to media and buyers at our pop-up the day after the runway," she told StyleUp.
"The weeks and months after AFW were really busy for me keeping up with orders flowing in, shooting the new Ocean Eyes campaign in beautiful Byron Bay."
When it comes to the inspiration behind the new collection, Pons says the collection reflects Lazy Girl Lingerie's underlying message of caring for Country.
"This collection explores the connection we feel to the ocean, urging us to consider the impact the clothing we wear has on the environment. It feels playful and fun drawing inspiration from the beauty of nature that surrounds us.
"A step in a new direction, this collection feels ethereal, elegant and relaxed. It features new natural fibre fabrics in a calming palette that helps to share my brand's message of caring for country through the clothing we adorn ourselves in.
"My design process began with the creative concept of Ocean Eyes. The idea came to me last year as I was wrapping up my 'Homecoming' collection for AAFW (Afterpay Australia Fashion Week). I took notes and jotted down my inspiration knowing that I could come back to it when the time was right. I like to create a mood board that helps to bring to life the vision that I have in my mind."
To further capture the collection's allure, Ponds chose to shoot the Ocean Eyes campaign in the beautiful hinterland of Byron Bay.
And Pons was thrilled to work with renowned First Nations photographer, Marley Morgan.
"It was such an honour to work with the amazing Marley Morgan. I have long admired her work and the creative collaboration came together like a dream," she said.
"It was such a privilege to connect and work with mob for this collection. I think we are all so passionate about creating opportunities for First Nations creatives and this was such a special way to bring our talents together and make some magic."
The renowned designer has currently taken some time off from her brimming schedule for maternity leave.
"An amazing new journey is right around the corner for me, that of motherhood!" Pons told StyleUp earlier this month, with she and her husband expecting their first baby within weeks.
"So, this will see a transition period for Lazy Girl Lingerie while I adjust to life with my new plus one. I will be closed for a few months while I allow myself time to soak up the newborn bubble bliss. Of course, looking forward to when I can reopen with a bang and pick up where I left off."
Pons is looking forward to returning to the design room, hitting the ground running and releasing her latest works.
"I look forward to releasing the new Ocean Eyes collection at the end of this year and sharing it with the world," she said.
Marley Morgan's Ocean Eyes photographs were shot at Figtree Villa Byron Bay, on the land of the Arakwal people, who form part of the Bundjalung nation.