Melbourne Fashion Week 2018
Strength and solidarity in the city of dreams
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.
"Round helped us to push the boundaries to ensure M/FW continued to evolve into its new brand personality. The campaign successfully represented the creative spirit of Melbourne."