The Strand Arcade aims to transport consumers to a world of whimsy, decadence and elegance this Autumn / Winter season, with a campaign created by PDC Creative “A Fashion Fairytale”.

For Sydney’s last remaining Victorian shopping arcade, the 2011 Autumn / Winter campaign theme draws on Lewis Carroll’s Through the Looking Glass for inspiration, as in past campaigns, but this time with a twist.

Caroline Poiner, creative director at PDC Creative, said: "The twist is that Alice has come back through the looking glass, so the idea of the set was that she had left the room and this is 100 years later when she returns."

Taryn McGurk, group marketing manager at Ipoh Management Services, said: "The Strand Arcade's new season campaign by PDC Creative reinforces our platform as the home of Australian fashion. The striking imagery showcases our leading designers' latest creations; from couture through to ready-to-wear and accessories."

“This campaign was created to inspire our fashion-conscious consumers to explore the centre for accessible day wear as well as one-off designer pieces. Combined with the Victorian backdrop and quirky styling, it also reflects a real sense of who we are as a brand and cements our position as a unique and beautiful shopping destination in the City," she adds.

The model, Tiah Eckhardt, has been given a slightly disheveled look, with her distinctive porcelain skin and flaming red hair tousled up into a messy mane.

The shoot took place in a run-down Victorian style house in Sydney’s Eastern Suburbs, and the set included quirky elements making reference to Carroll’s stories, including live mud crabs.

The Strand Arcade’s shoppers will see the campaign throughout the centre, as well as readers of Vogue, Harper’s Bazaar, and Sydney Magazine.