Russell James × Thorny Devil Australia: A Collaboration Rooted in Culture and Craft

A few years ago, Russell met Shannon Hanning, a young Indigenous designer from Australia’s Central Desert, with a vision for a brand that carries story, lineage, and purpose. She asked if, once her brand was fully realised, he and his team would help bring her first campaign to life.

That brand is Thorny Devil Australia, an Indigenous-owned luxury swim brand inspired by the Thorny Devil: a sacred creature in Shannon’s matrilineal Altjira Dreaming. Known as the Jewel of the Desert, it embodies resilience, transformation, and profound connection to Country.

Shooting the campaign was a rare and humbling experience. Every detail, from the colours and textures of the swimsuits to the spirit of each frame, was guided by the creature’s presence and by cultural care and permission from Elders. Russell reflects that collaborating on this campaign was not just about creating visually striking images, but about honouring the story, culture, and heritage behind the brand.

“It was incredible to see Shannon’s vision come to life,” he says. “Every frame, every texture, and every detail was shaped by respect, care, and story. This first chapter is something truly special.”

Thorny Devil Australia is a celebration of cultural storytelling, craft, and inspiration.