Setting the scene
30 April 2012 / Posted by Brett Phillips
With Mercedes-Benz Fashion Week Australia launching on Monday, our wonderful client Toni Maticevski decided to kick off proceedings with an intimate exhibition of his made-to-order pieces. A strategic move aimed at creating a clear distinction between his ready-to-wear Maticevski line and his couture made-to-order offering. Having worked with Toni over the past 18 months on creating a unique and sustainable business vision, it was incredibly rewarding to see several of the strategies being brought to life.
The initiative received an incredible response from the media and invited guests with Vogue reporting that "while the fashion crowd were all primped and prepared for a runway show, the designer instead surprised with a living exhibition complete with a winter-white paper landscape and models swathed in every shade of ivory – a strategic move for the designer, whose intention was to keep the palette pure in order to “show off the technique...With all this free-flowing creativity, it certainly seemed like the exhibition-style show was an appropriate format for clothes that appeared more like works of art."
When quizzed by Vogue on his approach to the split presentation format, Toni commented that “There is a conscious feeling towards delineating between the ready-to-wear collection and the conceptual pieces: I’ve broken them down into two different identities. The ready-to-wear is about what I think every woman should wear and what my clients love to wear. It’s about giving wearable, luxurious and understated pieces to grow a wardrobe for the long run. The Toni Maticevski made-to-order collection is about all the ideas and developments that I like exploring on a purely creative level.”
3 Deep were commissioned to conceptualise and build the set for Toni's MBFW presentation. Responding to the forms and sculptural silhouettes of the made-to-order pieces, we set the stage not only for the presentation of beautiful fashion but a new strategic direction for the business. For more on the presentation and Toni's presence at MBFW, check out the following articles;