Northern Beaches fashion label Cie Cie has kept things close to home for its latest campaign, bringing together a striking Pittwater location, local creative talent and a brand shaped by the area’s relaxed coastal lifestyle.
Cie Cie’s Resort 2026 campaign was photographed at Belah House, an architectural residence on Pittwater, with founder Claudia Clark leading the creative direction, Northern Beaches photographer Joy Schroeter behind the camera and homeowner Ameka Jane stepping in as the campaign’s talent.
The result is not only a showcase of Cie Cie’s signature organic cotton robes, but also a distinctly local collaboration.
A Northern Beaches Business Born From a Life Change
Cie Cie + Co began during the early days of the COVID lockdown, when Claudia was running a boutique fashion sales agency in Sydney and preparing to become a solo mother.
She wanted to create a business that drew on her years of experience in fashion while also giving her the flexibility to embrace motherhood. What began as an online store offering a curated collection of fashion and accessories eventually led Claudia to develop a label of her own.
Cie Cie launched in February 2024 after Claudia went searching for a product that was non-seasonal, unisex, one-size and ethically made using sustainable textiles.
Now living on the Northern Beaches with her young son, Claudia says the area’s easy-going coastal lifestyle naturally influences the pieces she selects and creates. The result is a relaxed resort aesthetic designed to move between home, holidays and everyday life.
While the wider Cie Cie + Co collection includes clothing, bags and accessories from Australia and overseas, the business has become particularly well known for its hand-stamped robes.
Bringing the Campaign Home to Pittwater
For the Resort 2026 campaign, Claudia wanted to show the robes outside the traditional bathroom setting.
“I wanted the product shown across the various settings I designed it for,” Claudia said. “Cie Cie robes are obviously suited to a traditional bathroom setting, but the brand goes well beyond that.”
That vision led the team to Belah House, a Pittwater home designed by Jamie and Ameka Jane. Combining concrete, timber and lush greenery, the residence also features the kinds of wellness spaces the collection was designed to complement, including a sauna, cold plunge and pool.
Rather than serving as a purely decorative backdrop, the home allowed the robes to be photographed as part of daily life: after Pilates, beside the pool, moving between the sauna and cold plunge, and while entertaining at home.
It is a setting that could hardly feel more Northern Beaches.
Local Talent Behind the Lens
The campaign also gave Claudia an opportunity to work with people from her own community.
Northern Beaches photographer Joy Schroeter captured the campaign, while Belah House owner Ameka Jane appeared in front of the camera. Claudia oversaw the creative direction, ensuring the imagery remained closely connected to the brand she has built.
“The shots reflect the excitement and joy we all had on the day,” Claudia said. “They really capture the essence of Cie Cie.”
That local involvement gives the finished campaign a genuine sense of place. The coastal light, natural materials and indoor-outdoor spaces are not an attempt to recreate resort living in a studio. They are part of the lifestyle found right here on the Northern Beaches.
A Shared Approach to Design
There is also a natural connection between the campaign’s location and the products being photographed.
Cie Cie robes are made from organic cotton and hand-stamped with wooden motifs using chemical-free dyes. The handmade process creates subtle differences between individual pieces, rather than producing a completely uniform result.
That earthy, textural approach sits comfortably within Belah House, where concrete, timber and landscaping have been brought together with a similarly considered design philosophy.
Cie Cie’s robes are designed as one-size, unisex pieces and are intended to be worn well beyond the bathroom. Claudia describes them as something that can move from morning coffee to the beach, poolside entertaining or a holiday escape.
For this Northern Beaches business, the Resort 2026 campaign demonstrates what can happen when the people, product and setting all belong naturally in the same story.