Underground Sundae founder Annemieke Ytsma travelled to Japan with photographer, stylist, casting director and LOL friend Imogen Wilson to shoot the handmade jewellery label's shiny new collection that is definition FUN. We chat with the Kiwi gals about the trip ahead of the collection launch + campaign film preview TONIGHT! Event details below <3

Annemieke Ytsma

Describe this collection:
Forever incomplete
What was your inspo for it:
Describe love?
What do you love about Tokyo:
Tokyo
Fave drink on the trip:
Every third drink & the Martini in Kyoto that I can’t remember
What piece in the collection is the most special to you:
My art is the whole collection so the whole collection is equally special to me.
What draws you to incorporating cool second-hand finds into your work:
I’m poor.
What's next for you:
The future
⭐
@u__s_____
⭐

Imogen Wilson

Describe your Tokyo trip:
🤳🏻👘🐶🦋🐡 🚞 🌈🤑🍱🍣🍸 🍾🍶🗺💳 🍹💸🛍🎏📍 🇯🇵😜

Describe your style currently:
Comfy n cute. Always. At the mo.. Snake, tiger and chain printed pants. Baby tees, bapestas and french tip nails. Lots of U.S jewels of course!!!!!

Fave moment on the shoot:
Being in Japan with Annemieke and working with my two kiwi girls Megan (videographer) and Lily (HMU, assistant & translator) was pretty special. They both live in Japan and came onboard to help us pull it off. Best team <3

How do you cast for your shoots:
I always look for girls with fresh style, attitude and personality with an authentic presence IRL & online. For U.S we have always cast creative girls who act as almost ambassadors for the jewellery. They rep the jewels IRL!

Fave piece in the collection:
The Romancing The Stone Pearl Choker with the gold snoopy charm.

Fave snack on the trip:
Strong Zero’s.

Next travel location:
Back home NZ to see my mum.
⭐
@imogenwilson_
⭐