Melbourne Fashion Week — Taking fashion to the streets
For more than 20 years, Melbourne Spring Fashion Week has been recognised as one of Melbourne’s premier fashion festivals. Whilst a successful festival for the consumer and stakeholders, MSFW was seeking to connect with and gain the respect of the fashion industry — locally and internationally. Under the creative direction of Jonnine Standish, a new direction away from Spring, was introduced. My role was to take this strategic direction and not only rebrand the festival but also come up with a direction for the 2017 campaign.
The first move was to change the name. Dropping ‘spring’, and its limitations, in favour of a more flexible and iconic name. The new identity was created with longevity in mind. A more simplified mark, flexible in its use; allowing for the dynamics of the identity to shift dependant on trends, imagery and application.
Second, was to team up with Melbourne’s best; working with Standish to curate a team of stylists, film makers and photographers to bring an edge and international appeal to the campaign imagery. The campaign concept “Out of Step” took fashion to its original runway — the streets. Using Melbourne as our backdrop, we juxtaposed high fashion with the everyday. An awkward, off kilter style was used to create edge and dissonance, breaking the previous mould and launching with impact.
Role: Art direction & Strategic Development
Creative Direction: Jonnine Standish
Design: Florence Li Ting Fong
Photography: Jo Duck
Styling: Gadir Rijab
Film: Ribal Hosn
Music: HTRK
Work created at Studio Round, 2017
