One of the most rewarding partnerships I managed during my time as Marketing and Partnerships Director at made by Fressko was the brand's collaboration with Afterpay Australian Fashion Week in Sydney - a gorgeous and highly successful activation that perfectly embodied Fressko's commitment to style, sustainability and substance.
To bring the concept to life, I enlisted the design expertise of Natalie Turnbull, who co-created a stunning, sustainable shopping experience that felt as considered as it was beautiful. Adding the finishing touch, Kimlligraphy joined the collaboration, offering bespoke engraving on each gifted item - a personal and memorable moment for every attendee.
The result
A partnership that delivered years of high-quality content, meaningful brand alignment, and a measurable boost in awareness and direct sales.
More than just an event, it became a long-term asset for the brand - a perfect example of how strategic partnerships and creative collaboration can elevate both experience and impact.
Why the partnership worked
Three things separated this activation from the average brand presence at a major cultural moment.
Shared values, not just shared audience. Fressko's sustainability story and AFW's growing focus on conscious design lined up at the values level - which gave the partnership a foundation that outlasted the campaign window.
A designed experience, not a logo on a wall. The shopping experience earned a place in the attendees' day rather than interrupting it. People came in because the space was beautiful, not because they had to.
Personalisation as a moment. Kimlligraphy's bespoke engraving turned a gifted product into a memory. Every recipient walked away with something genuinely theirs.
What it shaped at Collab Collective
This partnership is a great example of the kind of work that shaped my approach at Collab Collective - meaningful, values-led collaborations that connect with audiences and create genuine brand affinity.
The experience I gained building partnerships like this at Fressko is exactly what I bring to every client engagement today, whether it's a fashion week activation, a sports partnership or a long-term partnership roadmap.
See more on the five partnership services that move growing brands forward.
