Country Road’s iconic Mother’s Day campaign earns high praise but it has nothing to do with the clothes

Australian fashion juggernaut Country Road is no stranger to producing epic campaigns but it really outdid itself with the recent 50th birthday celebration photos with model Gemma Ward. Sometimes it can be difficult to strike twice and produce an equally beguilling secondary campaign but that was no problem when it came to planning for Mother’s Day at Country Road.

The production shines a spotlight on women of all ages, ethnicities and idiosyncrasies, with one talking about her alter ego called Madge and another showing off her 15-year-old dog in the footage. It’s real, it’s raw and goes beyond selling the clothes these six women are wearing. “Love to see this, more of this please! Diversity! Different ages! Older people have a story to tell,” one woman wrote on Country Road’s Instagram page.

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