AFC Australian Fashion Week 2025
Rebuilding AFW from the ground up
Highlights:
for key terms before and during event week
new website users
in active users from organic search during event weeks
for key terms before and during event week
new website users
in active users from organic search during event weeks
Australian Fashion Week was entering a new era, with the Australian Fashion Council stepping in as the new industry lead. With only months until launch, we were engaged to build the entire new AFW digital experience from the ground up, crafting an online presence as elevated and engaging as the event itself.
Australian Fashion Week was entering a new era, with the Australian Fashion Council stepping in as the new industry lead. With only months until launch, we were engaged to build the entire new AFW digital experience from the ground up, crafting an online presence as elevated and engaging as the event itself.
SOLUTION
We delivered an integrated digital ecosystem, including a new website and live streaming platform, social media, content creation and paid media strategy – all optimised to connect AFW with a global audience of delegates, designers, media and fashion enthusiasts.
The new AFW website was built from scratch, bringing to life a new brand identity that blended a fresh, digital-first aesthetic with the codes of luxury fashion. Launched with best-in-class SEO foundations, the site combined technical optimisation, evergreen editorial content and authoritative backlinks to boost visibility and credibility from day one, capturing pre-event searches and converting registrations.
During the event, as the runways became more industry-exclusive, digital became the primary channel to reach audiences. A comprehensive content strategy ensured live updates aligned to rising search intent, driving discovery and directing audiences back to the site to watch livestreams.
Strategic paid activity further amplified reach.
During the event, as the runways became more industry-exclusive, digital became the primary channel to reach audiences. A comprehensive content strategy ensured live updates aligned to rising search intent, driving discovery and directing audiences back to the site to watch livestreams.
Strategic paid activity further amplified reach.
