Debut Screening: Wanderlust Bless’ed Are The Meek
Last Thursday night at The Oxford Art Factory industry guests were treated to the debut screening of the stunning Bless’ed are the Meek fashion film created by Sydney director Oliver Heath. The film is a celebration of Bless’ed are the Meek’s Spring/Summer 13/14 collection entitled Wanderlust which drew inspiration from Northern Territory.
To celebrate their partnership with Tourism Northern Territory, the Bless’ed are the Meek creative team headed north to create a jaw-dropping collection of images and video content that showcases both the Wanderlust collection and the Alice Springs locations in a beautifully evocative light.
The team were given access to some of the Northern Territory’s most majestic ‘off-the-beaten-track’ destinations, including the West Macdonnell Ranges and Rainbow Valley. There Heath contextualizes the stark themes explored in Maung’s collection and has Chic’s Valentina Sykes embodying an ethereal, intergalactic nomad who traverses the hauntingly beautiful terrain of the Red Center. Through Sykes eyes, Heath captures the mélange of juxtapositions of the Australian Outback and how it inspires simultaneous feelings of beauty, awe and terror.
In a world-first activation, each swing tag from the Wanderlust collection’s stock features a QR code, which, when scanned, takes the consumer to a micro-site within Tourism NT’s website where exclusive footage from the Alice Springs shoot and MBFWA show can be viewed. With Bless’ed are the Meek customers spread across the globe, fashion fans worldwide will be able to witness the beauty of some of Australia’s most iconic travel destinations via the medium of fashion.
With thanks to: Stoli, Brown Brothers wine, James Squire 150 Lashes and the Oxford Art Factory