Myer Australian Fashion WeekAustralia's biggest week in fashion was upon us with many of the Australian Designer Brands showcasing their collections. The brief: elevate designer presence and create meaningful customer connections to support a shoppable user experience.
Australian Fashion Week saw Myer spotlight the strength of local design, showcasing collections from designers within the Myer Designer stable on the Sydney runway. As Creative Director, I partnered with fashion creative Amanda Shadforth of Oracle Fox to capture each designer’s story and inspiration, uncovering their worlds beyond the catwalk. The content lived across Myer’s digital channels — from owned and paid social to an interactive microsite — creating a refined, story-led experience that celebrated Australian fashion and deepened customer connection.