Strategy, creative direction, influencer partnerships and content production across all digital channels (2021–2023)

As part of Afterpay’s multi-year sponsorship of Australian Fashion Week, I led strategy and creative direction across all digital touchpoints, from social and CRM to app and landing page content. The goal was to position Afterpay as the go-to for fashion inspiration, runway highlights and behind-the-scenes access.

To unify the partnership, I introduced the Future of Fashion theme, anchored in three core pillars: accessibility, sustainability and inclusion. These values shaped everything from creator casting to campaign messaging.

The content mix spanned talent-led storytelling, designer features and real-time coverage, helping cement Afterpay’s role in fashion while making AAFW feel more inclusive and culturally relevant.