The Collection was inspired by Double Rainbouu’s recent visit to the Fiji Islands where they immersed themselves in the Bula spirit uncovering local spots along the Coral Coast and around the urban streets of Suva.
Double Rainbouu founder Mikey Nolan reflects on the trip: “It had been a long time since we visited Fiji, so it was important for us not to just fly in and head straight to an island resort. We wanted to see the living culture of Fiji beyond the postcard version. Most of our inspiration came from the streets of Suva and what the locals were wearing.”
“There are only few places in the world where it’s common to wear printed textiles in such vivid colours. As a brand, where bold colours are our DNA, we really felt a synergy with that, and we wanted the collection to reflect this and bring the natural island environment to life.”
Virgin Australia Group Chief Marketing Officer, Libby Minogue said the partnership with Double Rainbouu will inspire a whole new audience of travellers to fall in love with Fiji.
“Through this fantastic partnership, we are able to showcase the wonderful experience travelling to Fiji on Virgin Australia and the beautiful scenery and culture of the islands, with Double Rainbouu’s unique and highly engaged community.
“We know this partnership will inspire a whole new audience of travellers to put Fiji on their bucket list next time they plan an island holiday,” she said.
Working in partnership with Virgin Australia, who fly to Fiji from Sydney, Brisbane and Melbourne daily, Tourism Fiji aims to inspire the Double Rainbouu community to reach newer markets and to showcase the authentic, local side of Fiji.
“Double Rainbouu and Virgin Australia’s fun-loving ethos resonates perfectly with our Bula spirit and tagline ‘where happiness finds you’,” says Robert Thompson Regional Director Tourism Fiji Australia. “Our strategic approach for this brand partnership was to target a younger demographic to highlight the various regions and activities in Fiji that resonate with this market who may normally choose other tropical destinations for their holiday. Fiji has so much to offer from eco-surf lodges, island day trips, local markets, and the best sunset spots to spend with friends.
“We also loved the idea that people can take a piece of the Bula spirit wherever their paths may take them.”
Known as the antidote to traditional resort wear, Double Rainbouu’s Bula Capsule comprises a short-sleeved shirt, bucket hat and tote bag. The one-off print designed inhouse by Double Rainbouu is a Sharpie illustration inspired by the local textiles and elements of the natural environment. Flowers, palm trees, the sun and sea life all feature while the repetition of curved line art reflects the ripples and rhythm of the ocean.
Nolan continues: “What I take away every time I visit Fiji is how connected we are. Coming from the Pacific Coast of Australia, Fiji feels exotic yet familiar. We live under the same skies, share the same ocean, and the brilliant light of the Southern skies gives us a similar way of seeing and reflecting our natural environments in vivid colour.
“The print we designed is an instant and natural mood enhancer. Fiji is a place that makes you happy as soon as you land and wearing this print you will feel the same way.”
To purchase the Double Rainbouu Bula Collection, visit doublerainbouu.com/collections/bula-collection
To book your next holiday, visit www.virginaustralia.com
Head to fiji.travel to plan out your tropical island holiday.
The Bula Collection’s journey: www.youtube.com/watch?v=taXaGyYv8AA
Follow the launch on:
Virgin Australia @virginaustralia
Tourism Fiji @tourismfiji
Double Rainbouu @double_rainbouu
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