Move over The Sartorialist and Face Hunter - Perth style queen Zara Bryson has started a new street style project that is quickly gaining momentum due to its fashionable Aussie subjects.
Bryson, whose self-titled store won the title of Best Dressed Boutique at this year's WA Fashion Awards, recently added the weekly feature to her website as a way of showcasing inspirational women wearing the latest picks from the edgy boutique in their own way.
Several well-known Australians have already frocked up for the project, including Scarlett Stevens of Fremantle indie band San Cisco, InStyle beauty editor Eleanor Pendleton, Milly Gattegno of DJ duo The Faders, Amber Scott, principal ballerina for the Australian Ballet, and "it girl" Nadia Fairfax.
Bryson told Access All Areas she launched the feature to help create her own blog content and was inspired by international street style websites.
"We think that having images of our clothing shot this way is much more appealing than a model in a look book who's been re-touched and photoshopped," Bryson says. "We have had really great Perth girls who are in creative jobs like music and PR. Girls who have an opinion and are different.
"Recently, we also travelled to Sydney and shot some amazing Sydney-based girls."
Bryson said the fashion industry might be dominated by a size six but style went beyond that. Also, she wanted to cater to a range of women who didn't fit the typical model mould.
"I really want to show that people of all ages and all shapes and sizes can wear our clothes and look fabulous," Bryson said.
"We wanted to show the clothes on real people and show that they can look great, if not better than on a model."