The campaign takes customers to an exotic dreamland, rich with magic and fantasy. The photoshoot was set with a blooming backdrop of a fairytale garden and conservatory. With a lush abundance of flowers and creatures, the shoot was styled to evoke a sense of enchantment whilst staying true to the uniquely quirky character of The Strand Arcade's personality. Renowned model Tiah Eckdardt was styled to be juxtaposed to the whimsical and dreamlike scene with her curly red hair fashioned wildly to catch the light. Her makeup was done in a way that enriched her porcelain appearance, with a focus on a bold lip.

Through an eclectic mix of the Victorian-era and the fantasy world, the Spring Summer campaign sees a focus on five key looks and themes in fashion; spring racing, evening wear, day wear, work wear and summer holiday. The new campaign embraces the romanticism of a Victorian fairytale, continuing the story of past campaigns. Fashion forward images, inspired by the new season's colours, set the scene for the theme of the campaign: Enchanted Garden.

The feel of the shoot was created through a cutting edge editorial style, capturing the high-end fashion that The Strand Arcade is known for. With the centre's discerning and sophisticated clientele in mind, the stunning Spring Summer 2011 campaign showcases the designs of some of the most sought after designers available at The Strand Arcade including Jayson Brunsdon, Alex Perry, Ms Couture, Akira, Anaessia with shoes by Terry Biviano. 

Addressing the seasonal occasions that the Spring Summer season calls for, the campaign encompasses looks from work wear to a high tea or the day at the races. Feminine silhouettes are created with a touch 1950's glamour. The bold colours and luxurious lace fabrics with detailing and cut outs are offset by statement shoes in a daring array of colours.