image and public relations
Mobile: 0413 006 8 2 2 • a j l e i g h @ p a c i f i c . n e t . a u • 1 4 Mo n c u r St re e t Wo o l l a h r a Syd n e y N S W 2 0 2 5 Phone: 02 9328 753 6 • P O B ox 5 4 Wo o l l a h r a N S W Au s t r a l i a 1 3 5 0 Antonia Leigh Image and Public Relations Trading as Creative Justice Pty Ltd
WESTFIELD Working alongside Westifeld Bondi Junction, we initiated the breakaway Fashion Week entitled Westfield Wharf 3. Working closely with Westfield my role was to help the fashion retailers change their perception of Westfield as well as Bondi Junction and to finally convince them to sign a lease at Bondi. I am now currently working with Westfield across the new city project in Sydney and Bondi and Doncaster. I am also their fashion consultant across national marketing advising on all fashion PR and events. Most recently we organized the 2nd annual Derby Day after party at Comme in Melbourne for Westfield Doncaster. An event we conceptualized and executed in 06 and 07.
Retailer dinners
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LAURENT-PERRIER Currently I am the Australian PR for Laurent Perrier Champagne. Founded in 1812, Laurent-Perrier is recognised - throughout the world - as one of the finest of Champagne Houses. Laurent-Perrier is the first the House to reintroduce the concept of brut nature (no added dosage) Champagne to a new generation. Located in the northeastern region of France, the Champagne region has one of the coolest possible wine producing climates, which is moderated by the Marne River and the region’s proximity to the ocean. Laurent-Perrier is based in the picturesque village of Tours-sure-Marne - an ideal location at the intersection between Champagne’s three foremost sub-regions: Montagne de Reims, Vallée de la Marne and Côte des Blancs.
AUSTRALIAN WOOL INNOVATION EXHIBITION • MCA • For this exhibition and catalogue, Back to Back, the aim was to show the inbuilt versatility of wool. We asked Josh Goot to create a simple wool item – a racer back top made from ultra fine wool – to be given to 27 fashion photographers from all over the globe to interpret as they saw fit. The photographers images were printed large scale on to wool using a digital printing technology and these were exhibited at the MCA in Sydney during fashion week. The exhibition also traveled to Melbourne for LMFF in March 07. Back To Back generated more publicity for Australian Wool than they have had in the last 4 years.
Australian Wool innovation exhibition • mca •
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18th AMENDMENT Creator Rachel Rose and designer Rebecca Dawson employed me to help build their brand new jeans brand 18th Amendment. With carefully selected media and stories plus an underground project underway the jeans brand has already sold into over 700 stockists in 20 countries including Browns Focus, Harvey Nichols, Colette Paris and Barneys New York. I have generated a constant stream of press across all national magazines and newspapers at least 300 pieces have
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SAND Currently I am the Australian PR for Sand Denmark. Sand is a market leader for mens and womenswear in Germany, Scandinavia and the UK. The label will be launching in Australia this year. SAND creates four annual collections for men and women. MEN: Refined exclusivity for the man who seeks the ultimate quality and the lifestyle of a man living in luxury. High quality fabrics and unexpected combinations characterize this carefully tailored durably fashionable line. Contemporary fashion in high quality fabric, tailored in powerful and strong colours. Concentrating on tailoring, shirting, knitwear and ties. WOMEN: Progressive and feminine, this line focus on innovative new fabrics and sensual expression.
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DAVID LAWRENCE In 2003 and 2004 I conceptualized and produced two consecutive David Lawrence catalogues and print campaigns. Both campaigns consisted of a two-day shoot. We managed production, creative direction, post production of the catalogue and an extensive advertising campaign across print, billboards and buses.
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BEZOAR CASHMERE We launched a new cashmere label called Bezoar in 2006. The client gave our company a blank canvas and we ended up creating a classic cashmere range to cater to a younger, more fashion conscious market. We provided a full package: research and development, art direction, sales and public relations.
Bezoar sells in Australia’s top fashion boutiques, including Belinda, The Corner Shop, Duck Egg Blue, and Parlour X. It has been featured in Vogue, Harpers Bazaar, The Australian and Wish Magazine. The brand is selling more than $100,000 worth of cashmere annually.
FASHION FROM FLEECE Australian Wool Innovation asked us to come up with an idea to celebrate 200 years of Australian merino wool. We came up with the idea of a fashion exhibition and working closely with the Powerhouse Museum we creatively directed in July 07 the exhibition Fashion From Fleece: 200 years of Australian wool in fashion. We worked with over 30 designers all over the globe from Giorgio Armani to Ermenegildo Zegna, Christian Dior to Collette Dinnigan showcasing vintage and contemporary pieces from leading local and international designers. This exhibition was a huge success and generated international coverage in leading publications and provided the basis for the travelling exhibition to Tokyo and London.
international publications and provided the basis for an exhibition,
THIS SEASON IT ’S ALL ABOUT
BLACK AND WHITE Courtesy London College of Fashion/Woolmark.
which travelled to Tokyo and London.
Creative Justice art directed the exhibition in the museum. It also created and produced all the communication. Including a 90-page catalogue, 20 minute multimedia film, press campaign, banners and invitations.
FASHION FROM FLEECE 200 YEARS OF AUSTRALIAN WOOL IN FASHION
25 July to 22 August 2007 at the Powerhouse Museum, 500 Harris St Ultimo, Sydney. For more information www.merinoinnovation.com
Partner
It’s been 200 years since Australia exported its first bale of wool. Today, the country stands firm as the world’s leading producer of fine Merino wool, generating half a billion kilograms of fleece a year. Soft, light and versatile, this high-quality natural fibre has inspired designers around the globe, from Giorgio Armani to Ermenegildo Zegna, Christian Dior to Collette Dinnigan. Showcasing vintage and contemporary pieces from leading local and international designers, Fashion from fleece celebrates two centuries of Australian wool in fashion. It also charts the journey of the Australian Merino from the pastoral boom to the high-tech fabric innovations of today.
TINA KALIVAS I have been working extremely closely with Tina over the last 4 years, taking care of all marketing and brand building. One recent project I produced was a digitally printed fabric look book which attracted a lot of attention in Paris and Australia for being very original. The book, shot by Justin Smith, replaced the traditional catwalk show and the results are over 60 stockists worldwide and press all over Australia and internationally. Kookai wanted a designer to create a capsule collection for Kookai following the trends set by Top Shop in the UK. Tina Kalivas was commissioned to design a capsule collection for the brand, generating national press and selling out in the first month.
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MILAN FASHION SHOWS I worked with Karla Otto in Milan - undoubtedly the best fashion PR in the world. Just some of her 30 clients include: Victor and Rolf, Hussein Chalahan, Dior, Marni, Bally, Pommelato, Emilio Pucci, Antonio Beradi and Nike. As producer of the fashion shows and PR I worked very closely with Marni, Emilio Pucci, Lawrence Steele, Antonio Beradi, Nicolas Ghesquiere, Nike and Marc Newson among others. I also worked with Giorgio Armani in Australia assisting Ian Thorpe as a special guest of Giorgio Armani in 2003.
AUSTRALIAN WOOL INNOVATION DESIGNER SHOOT AWI commissioned us to come up with an idea to showcase the work Australian designers do with wool. We created a photo campaign with photographer Georges Antoni. Each designer created a special wool outfit for the shoot. Designers include: Tina Kalivas, Josh Goot, Peter Morrissey, Jayson Brunsden, Akira Isogawa and Easton Pearson. The group image ran on page 5 of the SMH the week before wool’s AGM.
DANKS STREET DEPOT Restaurateur Jared Ingersoll asked me to create a great party to launch the new bar at Danks Street Depot but also to think of a way to bring back the guests as customers. We created a key ring exclusively designed by Dinosaur Designs, which was numbered. Each guest was presented with a key ring on the night entitling them to special treatment such as a free bottle of wine when they went to Danks Street Restaurant and bar. So far Jared has enjoyed a huge response from the keyrings and a new clientele!
PIPOCA Art Director Giovanni Bianco in Milan commissioned me to produce a book involving over 180 of the most important people in fashion. I travelled to London, New York, Paris from my then home town of Milan and boldly gave all the most prominent people in fashion a polaroid camera and asked them to submit their snapshots of their impression of Instant Fashion. The result was a 200 page art book selling internationally in all the greatest bookshops and generating over $1,000,000 worth of press internationally. From the windows in Colette Paris to the art Galleries of Rio De Janeiro the book was a huge success. A 2000 people party during Milan fashion week, an exhibition at Paris Fashion Week and an exhibition in Japan and a sub exhibition called Pipoca Instant Tokyo all followed the launch of the book.
BETTINA LIANO Bettina asked me to come up with an alternative idea to a fashion show in 2004. The idea was a fashion video produced on a DVD and given out to all the press and buyers. Leading director Robbie Hunter directed the video. The video was screened in front of anaudience of 300 people in Sydney and Melbourne. Instore posters and a lookbook were also produced. I designed the set of Bettina Liano’s fashion show in May last year. The result was very simple yet effective. The show was nominated as the best show at Mercedes Fashion Week.
THE NEW SYDNEY HILTON Hilton Sydney approached me to find a designer to create timeless but creative uniforms for the new Hilton Sydney. The answer was Tina Kalivas. Apart from creating wonderful uniforms and securing the contract for Tina,Tina Kalivas became the face of the Hilton by their advertising agency Saatchi and Saatchi. Her face is seen all over the Hilton’s collateral and bustops across Sydney. The Hilton Sydney asked me to create an unforgettable fashion show in the iconic Marble Bar in July 2005 to not only showcase the new Hilton uniforms designed by Tina Kalivas but to create an event that would generate national press as the first event ever at the new hotel. This event alone gained coverage on all three commercial TV stations and national print media.
PHOTOJEANIC I sent over 100 of the world’s best photographers a pair of Brazilian Forum Jeans and asked them to supply us withan unpublished image using the jeans. The result – a glossy art book, an exhibition at the Museums of Modern Art in Sao Paulo and Rio, an exhibition at Colette Paris and over $500,000 worth of publicity for the Brazilian jeans giant.
BIG AUSTRALIA Working with Marcelo Junneman, Big’s creator in New York, I helped set up Big Australia the magazine in November 2003. By orchestrating the first ever event held at the new Bondi Icebergs with all the fashion and art crowd in Australia, Big Australia was launched.
MAIN STREAM ADVERTISING I work alongside internationally experienced Creative Director Chris Dent who has created award winning TV and print campaigns. His client and multinational advertising Agency experience is: D’ARCY (Milan) Creative Director Leo Burnett (Sydney) Senior Art Director Ogilvy & Mather (Hong Kong) Art Group Head EURO RSCG (Singapore) Senior Art Director And his clients include: Swatch, Lipton Ice Tea, American Express, Coke, Compaq, Volvo, Korean Airlines, Westfield, Singapore Telecom, Caltex, Philips, TDK, Guinness, Kodak, Kellogg’s, Fiat, United Distillers, Procter and Gamble, The Economist. www.creativejustice.com.au
image and public relations