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Unveiling the new era of Adelaide fashion.

  • Adelaide Fashion Week
  • Branding
  • Advertising
  • Strategy
  • Graphic Design
  • Digital

Fashion gives meaning and colour to our everyday lives. What we wear represents our personality, values and who we are. Fashion also plays an important contributing role to South Australia’s economy, representing a significant percentage of creative industries employment. Adelaide Fashion Week shines a light on fashion, providing a platform to celebrate everything on offer in Adelaide; from home-grown designers, to global brands that you can shop in the CBD. 

The AFW brand was designed to demonstrate a link between fashion and Adelaide’s CBD. The campaign identity needed to be layered and flexible enough to convey the event details, while also focusing on shopping, retail and visitation.

We used a restricted palette and short, punchy statements that gave the event a distinct look and tone of voice. The versatility of the brand was seen in events and activations as diverse as in store experiences with bubbles and canapes, pop-ups, special offers and support of local designers. 

Skewed to a female audience, Adelaide Fashion Week had three main aims: to support the city’s retail sector, to reinforce Adelaide - in particular Rundle Mall - as South Australia’s fashion capital and premier shopping destination, and to collaborate with the city-wide community and stakeholders from the fashion industry.

Changing the Adelaide fashion landscape.

They say blue and green should never be seen, but this is fashion, and we wanted to shake things up a bit. Our colour palette and striking visuals reflected the progressive nature of the Adelaide fashion scene and our event.

The first campaign was designed to herald Adelaide’s premier fashion event, laying the foundation for what will hopefully become one of the nation’s key fashion events. Our strategic and creative approach was ambitious, but still palatable for the local market.