Campaigns / Toni Maticevski AW12

Toni Maticevski

Autumn Winter 2012

The brief

Challenging the traditional view of Haute Couture season after season, Maticevski’s sensibility—hidden in the forms and fabrics he uses—taps into our contemporary surroundings and everyday life. Maticevski believes every stitch and detail, every line and every shape, should provoke an emotional response from both the wearer and the observer. Exploring garment construction abilities to the absolute limit, every Maticevski season is different while managing to hold its unique and uncompromising handwriting. Our brief was to establish a visceral and compelling image-driven campaign to excite existing customers while captivating new audiences.

The solution

An integrated campaign of outdoor, print, advertising and digital that captured the emotion and narrative of the season while nurturing the brand's position within the Australian fashion landscape.

The results

The season eclipsed sales targets in all key cities.

Departments activated

Planning, Creative, Image making, Communication