First look: Jessica Hart for Portmans, the Modern Classics ad campaign

Posted by Helen Lee at 12:29 pm February 22nd, 2010 | 1 comment

Jessica Hart is one busy girl. She’s the face of swimwear label Seafolly and is set to launch her first clothing line Neon Hart in collaboration with Australian store General Pants, but she still found time to model for Australian fashion chain store Portmans (think H&M) Modern Classics range.

“Jess is naturally beautiful, yet glamorous and very much the ‘girl of the moment’. She has achieved celebrity status, but still manages to maintain her open and friendly personality. This makes her the perfect fit for the Portmans brand,” Portmans said in a release.

Portmans’ Modern Classics collection aims to reflect a combination of current fashion trends and Portmans brand values, and we must say we’re pleasantly surprised at the fashion forward vibe. Though an edgy faux-leather jacket and a shirt with over sized Balmain inspired shoulders may have been seen in stores everywhere in overseas, they haven’t been readily available on the high street in Australia. Could it be that Portmans have shed their oh-hum looks and taken things up a notch?

Photographed by Nicole Bentley, the campaign oozes style thanks to the styling of Australian Harper’s Bazaar Fashion Director and freelance stylist, Claudia Navone.

Hart follows the well trodden path of Victoria’s Secret Angel Miranda Kerr, Elyse Taylor and controversial Australia’s Next Top Model runner-up Cassie Van Den Dungen (who will reportedly make her international runway debut in Paris this season).