Digi_Couture

Amplify + Afterpay launch inaugural partnership with Australian Fashion Week by enabling inclusive and accessible fashion…

Challenge

Afterpay aimed to mark their inaugural headline sponsorship of Australian Fashion Week with an innovative experience that would engage the industry and consumers, express the brand’s accessible and inclusive “Future of Fashion” vision and position them as a credible and progressive voice in Australian Fashion.

Insights

As a buy now, pay later service, Afterpay makes fashion more accessible to consumers. However, the kinds of haute couture pieces that make headlines at fashion events are traditionally inaccessible and exclusive, worn only by runway models and the rich and famous.

Strategy

Use emerging digital fashion technology to make haute couture accessible and give every Afterpay Australian Fashion Week attendee the opportunity to be dressed and photographed in an original design, tailored to fit them perfectly; positioning Afterpay as an innovator of digital fashion in Australia.

Solution

Afterpay Digi_Couture

A series of firsts for fashion in Australia. We brought together iconic Australian fashion designer Toni Maticevski and leading digital fashion house, The Fabricant, to co-design an original, genderless piece of digital haute couture specifically for this campaign. The result was the Animator Overcoat, a dramatic, otherworldly piece that blends Maticevksi’s flowing, elegant style with The Fabricant’s use of physically impossible materials and futuristic aesthetic.

In the lead up to Afterpay Australian Fashion Week, the Animator Overcoat was teased on social channels before being revealed on the cover of Stellar Magazine, modeled by Jessica Gomes.

Throughout Fashion Week, the Afterpay Digi_Couture activation enabled attendees to pose for a personal photoshoot and receive a shareable image of themselves digitally dressed in the Animator Overcoat.

Behind-the-scenes, Amplify partnered with global digital fashion specialists, DressX, to tailor the garment to each individual, ensuring a perfect fit for every body.

In addition to the Digi_Couture campaign, Amplify also conceived and produced AAFW’s VIP lounge, The Quarter by Afterpay, the brand’s corporate box and closing show afterparty for 300+ guests.