AFF17: The Campaign Story

Bold and architectural, the look for Adelaide Fashion Festival 2017 is inspired by modernist abstract artists and Adelaide’s evolution and energy around innovative design.

South Australian-born artists such as Sydney Ball, Peter Cole and Marnie Gilder are leaders in the genre and their work with colour, shape and form is brave and mirrors the bold approach of AFF.

The concept and execution by Cul-de-sac Creative has brought to life a strong geometric look and feel, complemented by striking colours and typography.

“(Ball) is considered the pioneer and architect of abstraction in this country, his life was devoted to work and his true love of colour,” says Marco Cicchianni, Creative Director at Cul-de-sac Creative.

“His colours and shapes all seem to work together perfectly, a kind of painterly magic Ball himself described as the ‘science of colour’.”

“This campaign represents a new city scape, fresh eyes and new vibrancy. Adelaide is being recognised nationally and internationally as a serious contributor in many design disciplines.”

The campaign photography was shot by Australian-born fashion photographer Georges Antoni, featuring emerging Adelaide model Akiima.

Adelaide Fashion Festival Creative Director Christ Kontos says Akiima was a natural in front of the lens.

“Akiima was such a professional – which is amazing considering it was her first campaign shoot – and she brought a real vibrant energy to the set,” he says.

“AFF is always looking to showcase new South Australian talent and that includes models, so we are thrilled to have Akiima represent our brand this year.

“She has already walked in more than dozen runway shows interstate so she has a bright career ahead of her.”

Antoni is synonymous with Australian fashion, having photographed high-profile models such as Naomi Campbell and Miranda Kerr, celebrities and iconic brands around the world.

His approach produces stunning, worldly, energising images that reach beyond the norms of fashion to create something timeless.

View the full photo gallery here.


  • Campaign Photographer – Georges Antoni (The Artist Group)
  • Behind the Scenes photographer – Mitchell O’Neill (The Artist Group)
  • Model – Akiima, Finesse Models
  • Creative team – Chris Kontos (AFF creative director) and Robyn Ingerson (AFF event manager)
  • Concept – Cul-de-sac Creative: Marco Cicchianni and Deni Jones
  • Fashion – Acler, CMEO Collective, Sylvy Earl, Cinquante, Keepsake, Tiff Manuell
  • Hair – Lauren McCowan (creative director, EVO Australia)
  • Make up – Linda Jefferyes (The Artist Group)