AFC Flagship was an initiative connecting renowned Australian labels with temporary retail spaces, in collaboration with prestigious retail centres. The core purpose of the program was to grow the capability of independent Australian labels in communicating their brand and product story to consumers through temporary concept-driven retail activations.
As the consumer-facing facet of the sector, the retail program aimed to support the future leaders in the Australian fashion industry and assist in building the local and international profile for Australian fashion, creativity and culture. The program supported the building of the marketing and business capabilities of labels that have proven they have a globally unique and compelling design capability.
This opportunity with the AFC was a perfect solution for us, where we could set up a retail space to give our customer the full brand experience we have always envisaged. It’s allowed us a great opportunity to provide another form of retail, where it’s for a limited time & able to make it more of a retail installation & experience, opposed to just following the norm.
Peter Strateas and Mario-Luca Carlucci, Co-Founders
“Over the years Lyna and I have developed a family-like relationship with brands, creators and musicians we share a mutual respect with. While each one has a unique voice, we all have the desire to create genuine experiences, and this opportunity with the Australian Fashion Council is the perfect platform to present our ideas to a new audience in our own special way.
Melvin Tanaya, Brand Director
Song For The Mute