REAL WOMEN. REAL DENIM.
MEET THE FACES OF SIGNATURE DENIM
From Community to Campaign
Signature Denim was never meant to sit on a rack. It was always meant to be lived in.
This campaign is a reflection of the women who shape Serafina every day. The ones who walk through our doors, wear our pieces to work and on weekends, and make them their own.
The Selection
This began with our community.
We opened submissions and were met with stories that stopped us in our tracks. Women backing themselves. Women rediscovering themselves. Women in seasons of growth, change, confidence.
Choosing wasn’t easy and it wasn’t quick. We read every message. Watched every video. Sat together as a team and spoke about the feeling each woman gave us.
We weren’t looking for models. We were looking for presence.
For women who embody the quiet strength and effortless confidence that Signature Denim represents.
These are just a couple of the amazing applications that we received.
The Moment They Found Out
There’s something special about catching joy in its purest form.
The pause before it registers. The “Are you serious?” The nervous laugh that turns into excitement.
For many of these women, this was something they never imagined doing. And that’s exactly why it mattered.
The Shoot
For most of the women, this was their first time in front of a camera.
There were nervous smiles at the start, a few emotional moments too. But once the music was on and the first shots were done, it began to feel less intimidating and more natural.
They settled into it. Into themselves.
Signature Denim is designed to feel the same way, supportive, flattering and easy to wear. The kind of piece you put on without overthinking and keep reaching for long after the moment has passed.
This wasn’t about creating a campaign. It was about creating a moment.
Meet The Faces
These are the women behind the Signature Denim Campaign.
Not models. Not influencers. Just women in their real, beautiful seasons of life.
Kim
Kim is a sole mum to her 11-year-old daughter and works for the Australian Government. Full of energy and always glass-half-full, she brought so much fun to the shoot and loves the Straight Leg Jean in Black Wash, tall length in a size 10.
Maddy
From Canberra, Maddy is a proud fur mum to the cutest dogs and has been a loyal Serafina customer for years. Her favourite style is the Barrel Leg Jean in Mid Blue Wash in petite, size 10 — a relaxed fit she loves for everyday wear.
Anna
Anna is a mum of three from Tasmania who loves to travel and is proudly on the cusp of her sixth decade. She entered the competition for a little adventure and loves the Straight Leg Jean in Indigo, tall length in a size 10 because it makes her feel so good.
Martine
Martine is a busy mum of two working in the health and wellness industry, balancing family life with doing what she loves. Her favourite is the Slim Leg Jean in Black Wash, tall length, size 8.
Kristie
Kristie is from the Barossa Valley (in SA) and works in aged care, with a 21-year-old son, a wonderful husband, and her beloved sausage dog George. She loves the Wide Leg Jean in Indigo in regular length, size 16.
Steffany
Steffany is from Brisbane and works in community radio, with a love for great clothes and having fun. Campaign day was full of new experiences for Steffany, as she also bought her first house while on set at the shoot. She loves the Barrel Leg Jean in Mid Blue Wash in petite, size 18.
Elle
Elle is a mum of three young kids balancing corporate life with busy family days. She loves the Barrel Leg and Wide Leg Signature Denim styles, wearing the tall length in a size 18.
Sophie
Sophie is an executive assistant who enjoys combining her love of travel and sports, and is currently making her way through China. Her favourite is the Wide Leg Jean in a regular length, size 16.
This campaign is a reminder of what Serafina has always been about.
Community. Authenticity. Empowering women.
Thank you for being part of it.