Melbourne Fashion Festival 2022 captures the new normal in cinematic campaign via PUSH
January 18 2022, 1:36 pm | | 4 Comments
PUSH founder Jonathon Lim has directed a cinematic campaign film for Melbourne Fashion Festival 2022, which represents Melbournians coming out of lockdown.
Shaking itself free of being the world’s most locked down city, people want to dress up, go out. But the awkwardness of human interaction living in a COVID world makes everything feel just a bit different.
The Melbourne Fashion Festival is always a moment of celebration and this piece is a nod to the transformational power of fashion to bring joy, vibrancy and a sense of self even in the midst of a pandemic.
The campaign was a collaboration with Hart & Co creative management agency and features models Emily Stenberg, Vaibhavi Lath, Samira Philipsen & Adam Zammit. Shot in the nostalgic Bell St Mall, scenes show Melbourne’s high-low culture on the streets.
4 Comments
Should have got one
Terrible grade too
The grade hurts. The photography hurts. Some very muddy images….pedestrian in a lot of ways
Is great. More fashion film, less safe (boring) Aussie advertising in style. Zero idea though, needed a director.
Yeah, no. Sorry team.
Needs an idea, a Director and an Editor.