Permanence 02

At WNSDY, we believe that true permanence isn't about staying the same - it's about evolving with intention.

This season, we revisited our Permanence collection - the pieces that first defined our foundation - to see them through a new lens. The silhouettes haven't changed, but the perspective has.

Shot by Sophie Doak, a Kiwi now based in Sydney, the campaign captures our signature pieces - the Jaime Shirt, Emelie Pant, Jo Bomber and beyond - styled in ways that feel grounded, effortless, and alive with new energy. Each look is a reminder that when design is timeless, it invites reinterpretation.

We wanted to show how foundational pieces can move with you - across moments, moods, and seasons. The same blazer worn over a short. The same dress styled with modern sunglasses. Familiar pieces, reframed.

The Brooklyn Jacket - Mid Blue Women
The Jo Bomber - Nude Men

For us, this shoot was never about change for the sake of newness. It was about perspective - about seeing familiar forms in new light. Because true style isn't static; it's something that lives, breathes, and grows with you.

Permanence, reimagined.

Discover here.

Team Credits:
Photographer: Sophia Doak
Models: Nevaeh Matraira, Ava McVeigh, Aidan Know
Stylist & Consultant: Adelaide Smith
Hair & Makeup: Steph Lai

Creative Director: Jo Chamberlain