For its second campaign, MUMA interprets its seasonal theme as an ever-changing prism of personality.
The collection’s highlight prints, Pomelo, Quadong, Lilly Pilly and Passion Fruit, staples of Australian culture, are anchored by the core Evergreen tones of cream and emerald — designed to pair back with and offer respite to the patterned offerings in an ever-evolving range of signature shapes.
Unisex shirts, blazers and fluid pants in velvet-smooth cupro seamlessly blend with swimwear and board shorts, preppy pleated skirts and abbreviated crop tops in all-over print or highlighter block colours accented by logo-emblazoned panels. The brand’s now signature mirrored prints delve ever deeper into local flora and fauna, translating the spirit of Australia into an explosion of colour bound for global appeal.
Ever-evolving and everlasting, the PRISM collection launches with airport blues before delving into the world of dreamlike resorts or diving head-first into the health-conscious craze of a juice bar, ending with a bang in sugary-pop, drama-soaked reality-star fantasy.
Offering MUMA as a proposition for unabashed fun, a travel-infused undertone permeates the campaign, blending endless pop culture references with a hearty dose of humour: the resulting images and motion aim to bring the brand’s colourful viewpoint to life with a high-octane approach that never holds back. Never afraid to explore and experiment, MUMA cements itself as bold, unapologetic, and always a good time.
Welcome to our world;
MUMA LOVES YOU.
Production: The Artist Group
Creative Director: Bruna Volpi
Photography: Jake Terrey
Video: Claudia Rose
HMUA: Daren Borthwick
Starring: Shenise / Mana / Reuben / Montana