Bashful has spun out a specialist luxury agency that will offer creative, strategy, production, design and digital services to fashion, lifestyle and beauty brands.
Co-founder and CEO Simon Bookallil says the agency, called Smile Agency, has evolved out of Bashful's heritage with clients in the category.
It boasts Zimmermann, Alice McCall, David Lawrence, Noni B Group, Jag Jeans, Hot Springs (Lover, Vestire and Cooper Street) and Goldwell Hair already on its books.
"We believe we are uniquely placed to offer this to the Australian market," Simon Bookallil says.
"Smile Agency brings together a world-class team with a breadth of specialist fashion, beauty and luxury experience. We are launching with a very simple philosophy – fashion, beauty and lifestyle creative must be driven by an intimate understanding of category while being underpinned by business and brand strategy."
Simon Bookallil
Smile Agency will next week unveil a new website for Australian designer Alice McCall and the latest campaign for Zimmermann in October.
Smile Agency business director Jolene Cornford says: “I’m excited to work with the guys to launch a new business in a space I’ve been passionate about my entire life. I’m a strong believer that when great minds come together we can create work that is not only beautiful but effective.”
Bashful will now turn its focus to growing and diversifying the business across finance travel and FMCG.
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