FashionDedicated to shoes since ‘98

Jo Mercer celebrates 20 years of shoes this year, and together with coming of age, the campaign demonstrates a decisive moment in the story of the brand. Australian designed, with over 30 stores nationwide, the brand has come into its own.

The dramatic environment within the concrete domain of Gottlieb house set the scene for a contemporary costume drama. For Justin Ridler’s camera, the face of Autumn Winter 2018 displays an uncompromising presence, embodying the zeitgeist of our times. With an unwavering gaze, Julia Gardell displays the assured attitude of a 21st century woman, the foundation behind all Jo Mercer designs.

Quality leather and craftsmanship are the cornerstones of the designs, however with Autumn Winter 2018 a polished edge has emerged. Patent black. Highlights of metal hardwear. Laceup flats and boots that no longer belong to the boys. Deep reds, pointed toe and soft suede adds the final feminine touch to a perfect panoply of fashion footwear.

Accompanying the campaign is the video directed by Oliver Rose. Through exquisite motion, playful angles and a dramatic soundtrack, Oliver captures the same emotion and strength. Through fly-on-the-wall filming a vulnerability and sensuality emerges, retaining the same uncompromising and assured attitude.