Melbourne Fashion Week
City of Melbourne, Haystac
Melbourne Fashion Week invited us to create a series of social-first fashion films celebrating the city’s unique relationship between style, architecture and culture.
Working with stylist Lana Wilkinson, we developed four films that paired distinct fashion trends with the city’s fashion destinations, using the city as an extension of each style. The series came to life through a combination of styling, architecture, movement and original soundtracks from local artists.
Rather than treating the city as a backdrop, we used each location to reinforce the trend — from utilitarian styles framed by the sharp structures of Emporium, to bold prints against the vibrant geometry of Melbourne Central.
Each location became part of the concept, helping shape the direction and visual language of each film. To further embed the series within the city’s culture, we collaborated with local musicians to create soundtracks that reflected the energy of each trend.
The Approach
The Work
Utilitarian
30” Film
Sports Luxe
30” Film
Pleats
30” Film
Bold Prints
30” Film
I art directed the series from concept through to delivery, establishing the relationship between each trend and its environment. I developed storyboards, co-directed the shoots, and guided the edit to ensure the films felt cohesive while maintaining their own distinct visual identities.
The series brought together Melbourne’s fashion, architecture and creative communities to create a collection of films that felt connected to the city.