One Mile

In a guerrilla-style campaign, MAXCo.LAB conceptualised a pre-fashion week show for the coveted Australian brand One Mile.

Kicking off Afterpay Australian Fashion Week (AAFW), the One Mile Pre-Party became the hottest ticket in town, attracting celebrities, influencers, digital creators, and opinion leaders, all dressed in signature One Mile fashion. The event featured the unveiling of a stunning new collection and a memorable night, despite the flowing tequila tower, courtesy of Patron.

The Pre-Party not only set the tone for AAFW but also positioned One Mile as the must-know brand for those in the know. From Tammy Hembrow to Tara Milk Tea, the night welcomed over 150 influential guests to Bar M, who collectively reach over 28 million people. These notable talents created over 275 pieces of content, delivering outstanding results for the brand and firmly placing One Mile in the forefront of Fashion Week.