All owned channels strategy, Creative Direction, Influencer Partnerships and Content Production, 2021 – 2023

To capitalise on Afterpay’s sponsorship of Australian Fashion Week and solidify the brand association with fashion, the aim was to establish owned channels as the premier destination for fashion inspiration, runway highlights, and backstage access. Content was showcased from creators, designers, and industry insiders involved in making AAFW the pinnacle fashion event. At the partnership’s outset, I introduced the “Future of Fashion” theme, ensuring all content aligned with our three key pillars: Accessibility and democratization, Sustainability, and Diversity and inclusion. The entirety of the sponsorship remained aligned with these values throughout its duration.