Although an established and much-loved fashion destination, MLC Centre’s image needed a refresh. A new creative concept was developed to focus on personal style while celebrating the centre’s diverse mix of retail offerings.
The Own Your Style campaign used candid, street-style photography to capture modern fashion and the energy of the city. Originally launched across billboards and fashion magazines, the concept extended through in-store displays, a refreshed website with a fashion blog, and new retail brochures. The result was a cohesive identity that felt fresh, urban, and confident.

COMPLETED FOR THE GPT GROUP AT THIS IS IKON W/ KATE DENNIS AND BETTINA WINKLER. PHOTOGRAPHY BY PHIL OH.