Arts & Culture
We helped create —
Identity, art direction
With more than 20 years under its belt, Melbourne’s premier fashion festival is recognised as one of the most significant consumer fashion events in Australia. Formerly known as Melbourne Spring Fashion Week, the festival had consistently done a great job of connecting with consumers, but lacked an iconic brand that would elevate it in an increasingly festival-satured local and international market.
Working with creative director Jonnine Standish alongside a talented team of photographers, directors and stylists, we looked to reinvigorate the festival by tapping into Melbourne’s cultural capital, and simplifying the identity to allow imagery to come to the fore.
The result saw us adopt a new name for the festival: Melbourne Fashion Week (M/FW) –– leaving behind the ‘spring’ tag (and associated seasonal visual motifs) to adopt an edgier, more confident, less complicated narrative. For the campaign imagery we used the city as a backdrop; capturing the season’s energy through off-kilter angle and scale, using a contrast of high fashion and everyday city scenes.
The rebrand confidently positions M/FW alongside its international counterparts and capitalises on Melbourne’s credentials as a thriving creative city.