Bashful Group has unveiled a new specialist creative agency that provides 360-degree services across the luxury, fashion, beauty and lifestyle sectors.
Smile Agency was launched by Bashful Group CEO and co-founder Simon Bookallil, along with co-founder and creative director Emil Vrisakis and business director Jolene Cornford. It will offer services such as strategy, creative, production, design and digital.
The new agency’s foundation clients include Zimmermann, alice McCALL, David Lawrence, Noni B Group (Noni B, BeMe, and Autograph), Jag Jeans Phillippines, Hot Springs (Lover, Vestire and Cooper Street) and Goldwell Hair.
Bookallil said: “Smile Agency brings together a world-class team with a breadth of specialist fashion, beauty and luxury experience.
“We are launching with a very simple philosophy: fashion, beauty and lifestyle creative must be driven by an intimate understanding of category, while being underpinned by business and brand strategy. We believe we are uniquely placed to offer this to the Australian market.”
Vrisakis added: “Our vision for Smile is to create exceptional work that is as distinctive as it is inspiring. We want to make stuff that is strategically robust, informed by culture and that people fall in love with.”
Smile Agency will unveil a new website for Australian designer Alice McCall, and will continue Bashful’s nine-year relationship with Zimmermann as brand guardians, developing campaign imagery and collateral design.
The agency will also reveal Zimmermann’s latest campaign in October.
Cornford said: “I’m excited to work with the guys to launch a new business in a space I’ve been passionate about my entire life. I’m a strong believer that when great minds come together, we can create work that is not only beautiful, but effective.”