While on our Santa Monica shopping spree, my friend Sara scored some super cute floral denim by Insight from Californian retail chain PacSun (yes, I know, why go all the way to the States to buy something from a Sydney based label). While in the store I was mesmerised by the imagery for their Golden State of Mind campaign.
The campaign, shot by Andrew Kuykendall, Nick Maggio and Harper Smith, centres around the amazing diversity and unique sense of adventure that California has to offer; from San Francisco to Big Sur and Los Angeles.
And in true California fashion, the campaign was kicked off with a pool party at the Ace Hotel, Palm Springs back in February. Here's just a sample of what Golden State of Mind has to offer.