#SabaStyled Ambassadors Campaign

Has a brand campaign ever changed your perception of a brand so much that you considered shopping there?

That happened to me earlier this year when I spied saba’s campaign earlier this year featuring stylish professionals. I thought it was so cleverly and beautifully styled and photographed that it would be a disservice if I didn’t share it with you.

UK fashion photographer Roger Deckker created a series of  intimate black and white portraits of ten Australians who in their press release, the brand states “inspire SABA every day.”

Here are my selection of the images and notes to inspire your own business chic style.

#SABASTYLED Catherine Doggett

Portrait of business woman, Catherine Doggett by Roger Deckker. This image illustrates the importance of a great hair cut and how unusual accessories add personality to basic pieces.


Have you seen The Sartorialist’s newest project looking at how stylish glasses can be? Entrepreneur George Low’s pair frame his face well and add an element of quirk to his look.

#SABASTYLED Katherine North

Professor Katherine North is an exercise in effortless chic. Have great hair and quality basics with timeless jewellery and looking this good in no-time will be a breeze. Great streamlined outfit for those giving presentations too.

#SABASTYLED Megan Morton

I once tweeted or insta’d that I’d love to do a feature on those who accessorise at the wrist, mentioning the wonderful Megan Morton (featured earlier here in this BusinessChic post). Just look at how a well-stacked arm party makes a basic top look so much more awesome!

#SABASTYLED Nicholas Cary Publisher

Publisher Nicholas Cary on the stylish glasses brigade. These days there are so man choices at all price points that there is no excuse to not have stylish glasses. Make them a thing of the past people! And polka dot pocket squares – do them!

The #sabastyled campaign encouraged customers to share photos of themselves wearing the brand. I went into the stores looking to buy pieces but didn’t have the greatest shopping experiences (I visited two different stores on the day) hence why I didn’t talk about this campaign earlier. It was disappointing but I had a great chat with head office about it because I genuinely hope that Australian brands improve their service to compete with the likes of new high street stores who offer the look for less.

Some thoughts on brand amassadorships

Earlier this year I attended a VAMFF Business Seminar event hosted by the fashion editor, Glynis Traill-Nash where Melbourne designer Lisa Gorman talked about the strength of her local brand being cemented through collaborations with local artists.

Australian fashion industry mag, Rag Trader, recently highlighted the number of labels who have named local ambassadors to represent them: Sportscraft, saba, mambo, uniqlo and asos. Following on from Gorman’s comments, I think it’s interesting to note that the last two are international stores. From a business chic perspective, saba is the one label that most obviously aligns itself with our audience of stylish professionals. So you can imagine how delighted I was to see that their ambassadors included stylish professionals (incidentally local and international) who are doing great things in their respective fields.

If you’re a brand looking to showcase other inspiring Australians, I’d like to nominate the following: human rights and refugee advocate, Julian Burnside and entrepreneurs Nahji Chu of misschu and Lisa Messenger of the Renegade Collective. Each are wonderfully stylish and admirably-brained. Get on it.

All images are part of the #SabaStyled campaign. What do you think of brand ambassadorships? Do they influence whether you’ll consider purchasing from a brand?

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