Fittingly on Valentine’s Day, the annual celebration for lovers, Australian fashion label LOVER will launch a new campaign that celebrates modern love.

The video campaign is titled “LOVER for lovers”.

The videos feature four influencer couples including Sarah Ellen with partner Caleb Jackson, Yan Yan Chan with boyfriend Nathan Jolliffe and model Angela Yu with girlfriend Emma Boseley.

The campaign will run on social media, supported by an earned campaign.

Inspired by the famous line spoken by Lady McBeth: “Look like the innocent flower but be the serpent under it”, and filmed in voyeuristic style, the videos capture an intimate moment with each of the lovers, in play and in passion. 

Owned by Hotsprings, LOVER is an Australia-based, family-owned fashion conglomerate based in Sydney. Hotsprings’ stable of Australian fashion brands includes P.E. Nation, Rebecca Vallance, Cooper St Clothing, Vestire and Jasmine and Will.

Hotsprings CEO Joanne Goldman said: “Hotsprings acquired LOVER in 2017 with the intention of reviving the cult of LOVER globally.

“The past 14 months have been spent behind the scenes, realigning design, production, marketing and the retail offer in preparation for the next era for this iconic Australian brand.

“This is the first campaign for the new LOVER. We want to push the boundaries and explore modern love and romance”.  

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