The House of Creed made a sensational impact at Australian Fashion Week with its immersive experiences, including a heritage museum, a Queen of Silk bar takeover, and a collaboration with acclaimed fashion designer Michael Lo Sordo. This event marked Creed’s debut as the official fragrance partner for Australian Fashion Week, a prestigious role they will continue for the next three years.

The Creed Heritage Museum.

At the heritage museum, guests at Sydney’s Carriageworks were transported through time with an interactive timeline showcasing Creed’s storied history and dedication to craftsmanship. The brand’s legend began in 1760 when a pair of scented leather gloves was delivered to King George III by a new London tailoring company. Founded by James Henry Creed in the same year as the young king’s accession, the House of Creed has led the way in creativity for clients for more than 260 years.

A timeline of the history of Creed on show.

The museum experience culminated in a visit to the glamorous Queen of Silk bar for a sophisticated drink.

The Queen of Silk bar.

To celebrate the partnership with Michael Lo Sordo, a royal purple silk gown was created and unveiled during his runway show. This stunning piece was showcased again at an exclusive dinner for distinguished guests in one of the Carriageworks halls.

The synergy between the two was palpable, with both sharing a profound appreciation for the luxurious qualities of silk. Reflecting on the collaboration, Michael remarked, “Silk is at the core of every collection that I create. Designing a dress for the launch of Queen of Silk allowed me to balance tradition with a modern touch.”

Sarah Rotheram, CEO of Creed Fragrances, reflected on the event, saying, “This marks the largest activation Creed has ever undertaken in Australia. It was an extraordinary opportunity to showcase the brand’s story and champion Australian design and artistry.”

Images from the dinner below. Photos by Shayben Moussa.

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