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.
- In this case study
- 3D + Motion
- Advertising
- Brand Identity
- Graphic Design
- Strategy
Blue and green should never be seen, but this is fashion.
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.
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.
New season,
new reason.
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.
Dressed to thrill.
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.
![12](https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W1920.jpg 1920w 2081h, https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W1616.jpg 1616w 1751h, https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W1600.jpg 1600w 1734h, https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W1296.jpg 1296w 1404h, https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W1280.jpg 1280w 1387h, https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W1024.jpg 1024w 1110h, https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W768.jpg 768w 832h, https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W464.jpg 464w 502h, https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W400.jpg 400w 433h, https://www.simple.com.au/assets/resized/images/Case-Studies/AFW/66502/12_W320.jpg 320w 346h)
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.