In its 25th year, M/FW took a stand on the industry’s next (and most pertinent) frontier, sustainable style.
In collaboration with the City of Melbourne and M/FW creative director Jonnine Standish, we created a campaign that calls on everyone to be the change—to buy kinder, buy smarter, and participate in small acts each day that collectively have considerable impact on the environment.
Leading a revolution on the streets of downtown Melbourne, our 2019 cast of characters purposefully unite—strong and valiant, like a roll call of fashion superheroes encouraging us all to follow suit.
As a carbon neutral fashion event, the sustainability focus of M/FW extends through all facets of the program—from scheduled events, to guest speakers and new initiatives to reduce environmental impact, including a zero plastic straw policy, and gift bags made from limestone quarry and recycled resin.
But M/FW wants to remind us that sustainable style doesn’t mean a departure from creativity and self-expression, in fact, it spurs it even further.
As we celebrate the life in every garment, we’re also considering the future of our planet. And there’s no better time than now.