Fabric officially launches with five founding clients; New design-led agency specialising in fashion + lifestyle brands backed by TBWA\Sydney
New design-led agency specialising in fashion and lifestyle brands Fabric, backed by TBWA\Sydney, has officially launched.
Fabric’s mission is to create enduring brand platform ideas and experiences for fashion and lifestyle brands who are ambitious about local and international growth.
Fabric’s foundation clients include Sheridan, M.J.Bale, Helen Kaminski, Jurlique and General Pants.
Jurlique, the Australian natural skincare brand appointed Fabric after a three-way pitch. The agency’s brief is to grow the Jurlique brand in Australia and across its key markets globally.
General Pants, the iconic Australian fashion retailer appointed Fabric as its new creative agency to elevate the brand within an ever-evolving retail landscape.
Says Sacha Laing, CEO, General Pants: “I’m excited about our partnership with Fabric and the work we have begun to create together. I’m confident that their strategic smarts and rigour will help us untap and translate our consumer insights into powerful and engaging messaging for our brand as we move forward.”
Gemma Rees (above left), managing partner and Keenan Motto (above right), creative partner are the founders of the agency, backed by TBWA Sydney.
Rees has been promoted to lead Fabric after five years at TBWA running the David Jones account. Keenan has joined Fabric from a career working within some of Australia’s most respected design studios.
Says Rees: “We want to create brand experiences smart and creative enough to become part of the fabric of today’s culture.”
Says Motto: “Importantly these experiences need to be guided by long term brand platforms. Fabric’s ability to tap into the strategic planning and content production teams at TBWA will set us apart from our competitors.”
Says Paul Bradbury, CEO, TBWA Australia and New Zealand: “Gemma and Keenan are a duo to watch. They are smart, passionate and forward thinking. Fabric is off to a very fast start and with very good reason.”
8 Comments
Smart move. Gem & Keenan are the bomb
Nice one GG!
Go A-Team. So proud.
I hear they’re doing great work on ‘Derelicte’. He’s fresh back from the latest shoot.
Do they have the Black Lung?
I’m a merman. A MERMAN!
Great people. Very talented and super deserving. Big congrats.
So what happens when any one of the hundreds of competitor to the fashion brands Fabric have, want to work with the new agency – firewalls like Media agencies have? Doubtful. Fire the client you have for the one with the bigger budget? Possibly.
Maybe fashion clients are more trusting, but I’ve yet to see one ad/brand agency have two competitive car accounts (for instance) or similar FMCG brands under the same roof.
Please explain how you plan to circumnavigate this eventuality.