The Australian luxury lingerie brand transforms the golf course into a glamorous fashion playground, unveiling new collections alongside refreshed bestselling favorites.
Honey Birdette has once again pushed the boundaries of fashion storytelling with the launch of its latest campaign, “Hole in One,” a golf-inspired editorial that blends luxury lingerie with the refined aesthetics of the fairway. Known for its bold designs and provocative campaigns, the Australian label transforms an unexpected sporting backdrop into a glamorous playground where elegance, confidence, and sensuality take center stage.
Shot across pristine greens, manicured fairways, and sand bunkers, the campaign embraces the timeless sophistication associated with golf while injecting Honey Birdette’s unmistakable high-fashion edge. Models wearing intricate lace bodysuits, embroidered lingerie sets, and crystal-adorned designs are photographed lounging on putting greens, driving golf carts, sipping martinis, and posing effortlessly among the course’s iconic landscapes. The result is a visually striking campaign that juxtaposes traditional country club culture with contemporary luxury lingerie.
The concept demonstrates Honey Birdette’s continued commitment to creating campaigns that are as much about visual storytelling as they are about showcasing new collections. Rather than relying on conventional studio photography, the brand places its latest pieces in cinematic settings that spark conversation and elevate each design into a fashion statement.
Leading the campaign is one of Honey Birdette’s most beloved collections: Whitney. Originally introduced in 2018, Whitney has become a signature line for the brand thanks to its combination of supportive construction, delicate embroidery, and sheer fabrics. For the “Hole in One” campaign, the collection returns in a fresh Spritz floral orange, bringing a bold burst of summer-inspired color to the collection.
The updated Whitney range includes a coordinated three-piece lingerie set, matching stockings, and a sculpted bodysuit that highlights the collection’s intricate floral embroidery. Complementing the lingerie are a selection of coordinating lifestyle accessories, including massage gel, a scented candle, and one of the brand’s signature wellness products.
Emma Caldicott, Honey Birdette’s Chief Brand Officer, described the new Whitney colorway as a celebration of romance and summer energy. According to Caldicott, pairing the vivid floral embroidery with the lush green landscape of a golf course creates an eye-catching visual contrast while preserving the collection’s signature balance between structure and softness.
Alongside Whitney, Honey Birdette has revived several customer favorites with refreshed seasonal palettes.
The Aluna collection returns in an elegant Jasmine Green, featuring a coordinated three-piece set, matching stockings, and a bodysuit decorated with bespoke embroidery and sparkling crystal embellishments. The rich green hue complements the campaign’s golf-course setting while offering a sophisticated alternative to traditional lingerie colors.
Meanwhile, Charlotta reappears in a luxurious deep burgundy shade. The collection includes a three-piece set, stockings, a structured bustier, and a coordinating thong, emphasizing dramatic silhouettes and premium craftsmanship. The darker palette provides contrast within the campaign while reinforcing Honey Birdette’s reputation for combining classic elegance with bold design.
In addition to returning bestsellers, the campaign also introduces two completely new collections: Miley and Lucia.
Designed with festivals and statement styling in mind, Miley embraces playful glamour through vibrant hot pink tones. The collection features a push-up bra paired with matching hot pants embellished with shimmering crystal fringe, creating movement and sparkle that reflects current fashion trends embracing maximalism and Y2K-inspired aesthetics.
For those seeking a more refined look, Lucia offers a versatile “day-to-night” approach to luxury lingerie. The collection includes an elegant dress, suspender belt, bra, thong, and brief, allowing wearers to transition seamlessly between outerwear styling and intimate apparel. Lucia highlights Honey Birdette’s growing focus on pieces that blend sensuality with sophisticated fashion design.
Golf has experienced an unexpected renaissance within the fashion industry in recent years. Luxury brands have increasingly embraced tennis, golf, and other traditionally preppy sports as inspiration for editorials and capsule collections. Honey Birdette’s “Hole in One” campaign joins this broader trend by reimagining the golf course as a glamorous fashion destination rather than simply an athletic venue.
The campaign cleverly plays with the contrast between structured sportswear environments and delicate lingerie. Instead of traditional golf attire, lace bodysuits, embroidered bras, sheer stockings, and sparkling accessories become the visual focal point against perfectly maintained greens and sand bunkers. The juxtaposition creates imagery that feels editorial, playful, and unmistakably luxurious.
From golf carts serving as glamorous props to martinis replacing sports drinks, every scene reinforces the campaign’s tongue-in-cheek approach while maintaining Honey Birdette’s signature aesthetic.
Since its founding in Australia, Honey Birdette has built an international reputation for premium lingerie, daring campaigns, and luxurious craftsmanship. Rather than focusing solely on product photography, the brand consistently develops immersive fashion editorials that generate conversation across social media and fashion publications alike.
“Hole in One” continues that strategy by pairing standout lingerie collections with an unexpected narrative setting. The campaign demonstrates how creative direction can transform a product launch into an editorial experience, appealing to both loyal customers and fashion enthusiasts.
The featured collections will roll out throughout late July and August, with individual bras starting at approximately $120 and premium three-piece sets reaching $485. The pricing reflects the brand’s position within the luxury lingerie market, where craftsmanship, intricate detailing, and premium materials remain central to each release.
With its playful golf-inspired concept, returning bestselling collections, and fresh new designs, Honey Birdette’s latest campaign reinforces the brand’s reputation for combining high-fashion imagery with luxurious lingerie. “Hole in One” proves that even the fairway can become a runway when approached with creativity, confidence, and unmistakable style.
