Whether it’s the texture of a shirt, details of a shoe or thoughtfully layered pieces; each element is part of a larger narrative. This season, Incu embraces the stories that shape us in ways both seen and unseen. Join us in exploring the inspiration, ideas and people that connect us to one another in the stories we tell and the ones that live within us.

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THE INSPIRATION

At Incu we have recently been talking a lot about storytelling, what makes a good story, and why we’re drawn to them in the first
place. A story can begin with something small, a lesson passed on, a moment overheard, something that stayed with you, or revealing something personal that others might not know. It’s in those honest, human moments that a project, a brand, or even a piece of clothing gains a deeper sense of meaning. The best stories are passed between us, bringing light to what’s often unseen or unknown.cThere’s usually a sense of humility, something specific that makes the person listening feel like it was meant just for them. This season, we found inspiration in nature and in particular trees. Held up by an intricate root system, they’re quietly connected, shaped by time, and constantly evolving. We set out to tell a story, but what we realised along the way is that the best ones can’t be invented — they simply reveal themselves.

We once again invited friends to be part of the shoot, including artist Carla Uriarte and her daughter Paz, and coffee professional Dan Yee, co-owner of local cafe favourite, Artificer. The real people in our community are what bring our stories to life — it’s their presence that makes each campaign feel authentically Incu.

Luke Davie, Creative Brand Manager

Photographer TIM ASHTON
Videographer DAN KNOTT
Creative Direction LUKE DAVIE
Styling and Production KARLI BUTSON
Design Direction AMANDA FUNG
Hair and Make Up LUANA COSCIA
Stylist Assistant CIARA MANION
Starring YONY, KATHIE, DAN YEE, CARLA URIARTE & PAZ
Location CENTENNIAL PARK

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