MELBOURNE
SPRING
FASHION WEEK

Pick your fashion tribe...

Melbourne Spring Fashion Week (MSFW) was a premium fashion festival, hosted annually by the City of Melbourne. With over 120 events and more than 80,000 attendees, MSFW featured fashion collections from both established and emerging designers. HIVE Creative's client, the City of Melbourne, approached us with the desire to make the 2012 event stand out like never before. They were looking to up the ante for the 2012 event, to deliver a campaign that exuded style and confidence. I worked with a small team of fellow HIVE-rs to dream up a campaign that not only marked MSFW as unique and innovative, but was designed to inspire.

Our concept tapped into the idea of urban tribes – the different styles and motivations of Melbourne's fashionistas, all coming together to celebrate a week of fashion. These tribes are as diverse and eclectic as the city in which they live – fashion in Melbourne comes in all shapes and sizes: the aloof and polished, the colourful and wild, and everything in between. We saw these different personalities as tribal characters – The Queen, The Hunter, The Gatherer, and The Warrior.

My role in this project included compiling a research document to identify emerging trends from around the world. I was also a key part of the team that used this document as a basis to formulate creative concepts that would be relevant to the fast-paced fashion audience we were targeting. Once the creative concept was established, I was the lead designer on the project, creating high fidelity image mockups to guide the briefing of the hero photos shoot, as well as being charged with implementing the creative across the wide range of executions required for an event of this size.