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Hires, Wins & Business

Bashful Group Launches Dedicated Fashion, Lifestyle and Beauty Agency Smile Agency

Smile Agency will develop brand strategy and creative for Saba, Sportscraft, Goldwell, KMS, Zimmermann, and General Pants

Bashful Group Launches Dedicated Fashion, Lifestyle and Beauty Agency Smile Agency

Bashful Group has today launched Smile Agency, a specialist creative agency providing 360 degree services across strategy, creative, production, design and digital for the luxury, fashion, beauty and lifestyle sectors as a sister agency to acclaimed creative agency Bashful.

Smile Agency is born from Bashful's unrivalled pedigree in the fashion, beauty and lifestyle sectors developing award-winning brand strategy and creative for Saba, Sportscraft, Goldwell, KMS, Zimmermann, and General Pants.


Says Simon Bookallil (above left), CEO and co-founder, Bashful: "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. We believe we are uniquely placed to offer this to the Australian market."

Smile Agency will become one of Australia's first dedicated agencies to offer a service combining robust business and brand strategy, large scale agency advertising experience and proven practical expertise in the specific codes of fashion and beauty, whilst Bashful continues to grow and diversify across finance, travel and FMCG.

Bookallil, along with co-founder and creative director Emil Vrisakis (above centre) and business director Jolene Cornford (above right) have launched Smile Agency with a line-up of covetable foundation clients including Zimmermann, alice McCALL, David Lawrence, Noni B Group (Noni B, BeMe, and Autograph), Jag Jeans Phillippines, Hot Springs (Lover, Vestire and Cooper Street) and Goldwell Hair.

Says Vrisakis: "Our vision for Smile is to create exceptional work that is as distinctive as it is inspiring. We want to make stuff that is strategically robust, informed by culture and that people fall in love with."  

Smile Agency will next week unveil a new website for celebrated Australian designer Alice McCALL that is anticipated to set a new standard for best-in-class. Continuing a nine-year relationship with Zimmermann as brand guardians, developing campaign imagery and collateral design, Smile Agency will also reveal their latest campaign in October.

Says Cornford: "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."

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