Melbourne Fashion Week 2018

In 2018, fashion is aware, alive, political, compassionate and expressive. Fashion is something to celebrate. Armed with our rebrand and new campaign direction in 2017, we worked together with city of Melbourne and creative consultant Jonnine Standish to shift M/FW to a bold new position—figuratively and literally.

From the street plane of last year, to way up high on Melbourne’s rooftops, the 2018 campaign unfolds as a poetic dream sequence against an iconic skyline—a metaphor for unconscious, sometimes absurd creative thought, and the surge of artistic power it ignites.