Australian model and creative Sarah Ellen has been announced as the new global ambassador for swimwear label Seafolly. In her debut campaign in the role, Ellen fronts the Life is Beautiful collection, captured across the sprawling coastline of South Australia’s Port Willunga, Second Valley and Glenelg beaches.
Ellen, a long-time friend of the brand, shot her first Seafolly campaign more than 10 years ago, with the return to the brand as an ambassador a full circle moment for the model. “My favourite memory with Seafolly was when I was 12 years old and chosen for the Seafolly Girls campaign,” said Ellen in a statement. “I remember being super excited because I had never done any modelling before, so it was my first big gig.”
“It’s an honour to represent the brand as their new face because of its iconic Australian history. I feel humbled that I get to join the force of women who have preceded me as faces of Seafolly, who are not only beautiful inside and out, but intelligent and hard working.”
Life is Beautiful embodies the sentiment of la vita è bella – the Italian translation of the phrase – evoking southern Italian aesthetics through garments awash with citrus prints and billowing silhouettes, constructed for late nights spent lazily grazing on a cocktail by the sea. The collection pairs quintessential European summer style with grounded earthy tones, exuding a sense of Australian nature at its most raw. Pieces are designed with the intention to remind us memories can be made in our own backyard, that a summer moment is what you make it.