Leading Melbourne fashion label Metalicus has been creating unique garments since 1992. Renowned for clothes that encourage ‘individual twists’, they needed a summer catalogue with its own twist for their 2009 women’s range.
Ensuring design’s always in fashion
Using fluid photography with rich rustic backgrounds, we evoked the brand’s attitude of “liberation” and visually expressed its powerful story of standing up for freedom in fashion.
Choose your own adventure
Reflecting the label’s ‘no rules’ ethos of individual creativity and expression, we used a large fold-out format that inspired discovery, conveyed movement, and could be navigated by readers as either a petite booklet or A3 poster.
The sticky bit
Made from two-way stretch fabric, each item in the label’s lifestyle-friendly range is highly versatile. By inviting readers to unfold their own journey, we captured this and mirrored the clothing’s ‘second skin’ quality.