REWARDING INNOVATION

Fashion Week Australia

Unlike various Fashion Weeks in Europe, the Mercedes-Benz Fashion Week Australia in May was cancelled altogether due to the Covid-19 pandemic. Thanks to our longstanding partnership with the event, we supported a new vision that shifted the focus to local talent. After receiving over 500 applications, our ‘Supporting the Australian Fashion Industry’ campaign awarded one worthy business, whose innovation saw them triumph in the toughest of years…

A product of DHL’s fruitful collaboration with the Australian Fashion Laureate, the campaign was designed to support small to medium fashion businesses still reeling from the pandemic. With over 500 applicants, choosing a winner was no easy task.

In the end, Sydney-based couture bridal label Sant Elia convinced the jury. Reflecting on how her brand survived 2020, Stephanie Caltabiano Cherrington, Founder and Creative Director at Sant Elia, said the brand “remained agile in the face of a global pandemic.” Due to the drastic change in people’s needs, they began reassessing their couture business structure and launched a collection of ready-to-wear bridal separates and bridal accessories produced in-house at their Sydney atelier.

Big-scale weddings and large gatherings were suddenly impossible; however, Stephanie noticed an uptake in smaller ceremonies and elopements. Their collection of separates worked perfectly for these discreet events. DHL’s role in delivering across the world made catering to this niche market possible. “I’ve just been blown away by how much support we’ve received,” said Stephanie, “and, going forward, I feel it’s going to help us reach a global client base.”

Jamila Dlala, Director of National Strategic Group at DHL Express Australia, remarked on how Sant Elia’s creative strategies stood out to her: “In launching a new brand of bridal separates and accessories online,” she explained, “the label has demonstrated adept ability to pivot and address evolving industry trends and consumer preferences.”

Local Influence

Supporting us in our campaign were Emily Gurr and Karissa Sparke, two of the most notable fashion influencers in Sydney. In addition to promoting the campaign on their social channels, Emily and Karissa took part in promotional videos that encouraged viewers to support independent Australian designers and showcased DHL’s reliable (and speedy!) logistical solutions.

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