Model Charlee Fraser, who is on her way to becoming the first Indigenous model to crack the international fashion world, is fronting a new Australian campaign.
Accessory brand Mimco has signed the 21-year-old from Newcastle to front its Mistress Elemental campaign.
Mimco head of marketing Georgia Hack said Fraser was a natural choice.
“Charlee’s unique heritage as an Indigenous Australian combined with her signature new look and down-to-earth attitude made her the perfect muse for our new campaign,” she said.
“Travelling to the Flinders Ranges in South Australia for the shoot, Charlee was in her element both on and off set.
“It was evident that she felt at ease back in the Australian wilderness after her fast-paced rise to international success.”
Fraser, who is represented by one of the world’s top modelling agencies, IMG, is seen as one of the new faces of the international fashion catwalk, walking for high end brands such as Balenciaga, Céline, Chanel, Chloe, Dior, Givenchy, Kenzo, Lanvin, Marni, Missoni, Prada and Stella McCartney.
Originally scouted and picked up by an Australian modelling agency in 2013, Fraser has put some of her recent success down to a new haircut — a 1930s-style bob.
She was born to an Indigenous Australian mother from the Awabakal people of NSW and an Australian father.
Mimco’s Mistress Elemental, the second seasonal release of 2016, is inspired by the elements of earth, fire, air and water.
Iconic locations in South Australia, including the Flinders Ranges and the pink salt-scape of Lake Bumbunga, set the scene for for the campaign which was shot by leading Australian photographer Trevor King.
Filmmaker Gracie Otto also arrived on set from Los Angeles to direct and shoot a two-part series featuring Fraser.
The new collection arrives in Mimco boutiques and online at mimco.com.au from this month.