AFTERPAY: DIGI_COUTURE
A WORLD FIRST DIGITAL FASHION EXPERIENCE.
AGENCY
Amplify
OVERVIEW
Amplify brought Afterpay’s inclusive, accessible and sustainable “Future of Fashion” vision to Australian Fashion Week by giving every attendee the opportunity to be dressed and photographed in an original piece of digital-only couture, tailored to fit them perfectly. Co-designed by iconic Australian fashion designer Toni Maticevski and leading digital fashion house, The Fabricant, the ‘Animator Overcoat’ was Australia’s first piece of digital couture.
RESULTS
First digital fashion experience at
a physical fashion week globally
First Australian digital fashion magazine cover
8.4m PR Reach with 95%
positive sentiment
511 people got to wear
the Animator Overcoat
AWARDS
B&T Award for Bravery (Shortlist)
B&T Awards: Best Use of Sponsorship (Shortlist)
Exhibited at The Design Museum, London
“As our first time as title sponsor of Afterpay Australian Fashion Week, we wanted to create an innovative, tech forward concept that was uniquely different to anything seen in Australia before and believe we have done this.”
The Animator Overcoat was exhibited at The Design Museum in London as part of their ‘Waste Age: What Can Design Do?’ exhibition.
The exhibition hopes to promote living without waste and tries to imagine a more resourceful world for generations to come.
We also designed and produced AAFW’s VIP lounge, The Quarter by Afterpay, VIP runway viewing box and the closing show afterparty for 300+ guests.