2018 Campaign Creative Concept
This year's campaign, unveiled today, explores the relationship between fashion, technology, and an experience, challenging us to enter a new epoch of Australian fashion.
CHAYA: J’Aton dress, Alexandra Blak earring and Mimco earrings
The Festival set out to create an evocative digital world, harmonising fashion and cutting-edge innovation alongside the country's most respected fashion creatives.
Festival CEO, Graeme Lewsey, explained, "The future is now and the fashion industry is in an exciting state of revolution. Creative and commerce platforms are developing rapidly, embracing transformational change to keep in step with the consumer demand for innovation and instant gratification. It is time for responsible innovation: innovation that is sympathetic to our humanity and our environment yet still tolerant of speed-to-market necessities and the economics of a global stage."
OLYMPIA - Camilla & Marc knit, Carla Zampatti bodysuit, Nicola Finetti skirt, Valere earrings and Christian Louboutin handbag
Modelling in the campaign, Olympia Christou, daughter of designer Bettina Liano and niece of Festival board Alumni Teresa Liano.
On the theme of fashion and the future; looking forward Olympia said, "Women of the future will be embracing their individuality, it's all about feeling confident in your own skin."
The set was created within the spectacular interior of our home at the Royal Exhibition Building. LED and TV screens act as the transporters, a time capsule control centre where we experience the world of the Festival.
GERON - Strateas Carlucci coat and T-shirt, G-Star Raw pants and Demon Metals wallet chain as necklace
The campaign is a collaboration between the Festival and the country's most respected fashion creatives. With creative direction and styling by Mark Vassallo, the campaign was captured by photographer Justin Ridler and motion content by Sense6. A collision of the future and a storied past, seeking to expand the vernacular of fashion photography and move beyond visual clichés of the future.
CHAYA: Dion Lee jacket and dress, Ripcurl wetsuit, Amber Sceats chokers, Pigna earrings and Reliquia earrings
As one of the country's top fashion creative directors, Mark Vassallo has had a long-standing relationship with the Festival for the last 7 years, producing and styling many highlight runways. Photographer Justin Ridler, also a Festival friend, shot the 1997 campaign. Justin expanded the topic of innovation in the fashion industry, highlighting his main goal to create "images which represent now and place them within the context of what is happening with technology and fashion."
From today, watch as the Festival's 2018 campaign takes over nation-wide and online.