Photographed by Josephine Clough on location in beautiful Bondi Beach and Perth Western Australia, showing the beautiful expanse of the best beaches in the world! Welcome to Spring 2023, With...

THIS IS A STORY OF COMING HOME. TO THE CRYSTAL BLUE WATERS, SUNBAKED LAND & RUGGED OUTBACK. TO SALTY HAIR AND SCORCHED SKIN. AN ODE TO OUR ISLAND. AUSTRALIANA, RESORT...

This amazing collab was shot by It's Now Cool Founder & Creative Director Josie Clough on location in Western Australia with our girls Tahnee Atkinson & Casey James. Collaborating with...

The incredible Liv Pollock and Creative Director Josie Clough spent the day shooting our Tropicali Collection in the secluded coves and shallow waters of Rottnest Island, Western Australia. Feel The...

The perfect summer morning spent with our girl Shudia Forgol. Shudia is flawless inside and out, modelling with incredible aspirations for her future! Shooting in the ultimate conditions we had...

We spent the day shooting at our favourite local beach, Cottesloe. The weather was perfection and so was the beautiful Roberta George in our swimwear! Showing the latest prints and...

Bringing back that 90’s supermodel energy with our new Summer 2022 Tropicali Collection. We spent the afternoon with our dream girl, Miquela Vos. The location, a mediterranean oasis in our...

An insight into our Summer 2022 Collection with golden girl Gabi Sullivan, who brought the heat and set the sand on fire! We shot from sunset to twilight at one...

We spent the most glorious day in the closest place we have been to paradise with the amazing Gabi Sullivan. Our Campaign was shot on an incredible Island off the...

Hot sands, golden tans! A shout out to the slice of paradise we call home. The Bondi Collection is the first of our iconic beach series saluting sands around the...