Q: how do you introduce a renewed vision for Australian Fashion Week while maintaining credibility and momentum?

A: by shaping a cohesive, Sydney-inspired creative world that feels confident, composed and forward-looking

Australian Fashion Week 2025 marked a moment of renewal — a new team, a refined offering and a reset in how the event presented itself to industry and audiences. The creative response was anchored in the idea of arrival: a dawning moment that felt assured rather than announced.

Working closely with highly skilled creative teams across Bashful and Smile, a Sydney-inspired world was developed to express this shift. Early-morning light, restrained graphic motion, considered typography and a confident, contemporary tone of voice combined to signal change with composure — familiar, yet clearly moving forward.

This creative world extended across campaign, content and communications, with on-site creative direction throughout Fashion Week. Partner content shoots, backstage and behind-the-scenes edits for news and broadcast, and ongoing sign-off across marketing, signage and social ensured the world was consistently expressed in real time. Every touchpoint worked together to reinforce clarity, confidence and momentum throughout the week. Including the bejewelled TikTok mini-mic.