A Sensory Symphony: Creed Australia's Debut Year at Australian Fashion Week

In a whirlwind of elegance and innovation, Creed Australia marked the inaugural year of its three-year partnership with Australian Fashion Week in spectacular fashion. As the curtains rose on this new chapter, Creed Australia unveiled its latest olfactory masterpiece, Queen of Silk, in a celebration that captivated the senses and honoured the brand's rich heritage.

Throughout Australian Fashion Week, attendees were treated to a sensory journey that celebrated the allure of Queen of Silk at every turn. At the heart of the festivities stood the Creed bar, a haven of luxury where signature cocktails and French-style delicacies delighted the palate. Here, guests immersed themselves in the opulent world of Queen of Silk, indulging in the fragrance's evocative blend of notes and experiencing its seductive allure first-hand.

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But the celebration didn't end there. Creed Australia brought Queen of Silk to life through a scented wall, where guests were invited to pause and immerse themselves in the hypnotic aroma of the fragrance. Against this mesmerising backdrop, the essence of Queen of Silk enveloped attendees, leaving a lingering trail of sensuality in its wake.

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As the sun began to set on Australian Fashion Week, Creed Australia hosted a VIP dinner to honor the brand's legacy and celebrate the debut of Queen of Silk. Over 80 guests, including key major industry leaders, gathered for an unforgettable evening of elegance and sophistication. Here, the Queen of Silk x Michael Lo Sordo dress took center stage, accompanied by the melodic tunes of a talented DJ, Richy Penny, and singer, Molly Roberts, creating an atmosphere of glamour and refinement that perfectly complemented the allure of the fragrance.

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As an official sponsor of Australian Fashion Week, Creed Australia recognized the importance of showcasing its rich heritage, from tailors to perfumers. Through The Museum of Creed, the brand paid homage to its illustrious history, inviting visitors on a captivating journey through time. From the delivery of scented gloves to King George III in 1760 to the intricate tales of Empress Eugénie's elegance in Henry Creed's designs, intertwined with significant historical events like the opening of the Suez Canal in 1869 and the royal warrant issued by Queen Victoria in 1885, the museum displayed relics that narrate Creed's remarkable journey. Delicate fashion sketchbooks and exquisite historical flacons served as testaments to the brand's enduring commitment to craftsmanship and excellence. The exhibition provided a rare opportunity for guests to delve into Creed's storied past and gain insight into its unwavering dedication to creating timeless fragrances.

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For those eager to delve deeper into the world of fragrance, Creed Australia hosted a Fragrance Masterclass on the final day of Australian Fashion Week, where attendees were guided through the 260-year-old fragrance house legacy.

Led by fragrance expert, Lucy Borland, the masterclass offered a rare opportunity to uncover the secrets behind Creed's timeless creations and gain insights into the art of perfumery, as well as the history of acclaimed fragrance Author, Michael Edwards (Fragrances of the World 2019), and his uniquely developed Fragrance Wheel. Guests were invited to explore the intricacies of scent appreciation and introduced to the brand's 8 most enduring fragrance classics, with tips and advice on how to choose your very own signature scent.

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As the first year of Creed Australia's partnership with Australian Fashion Week drew to a close, it left an indelible mark on the intersection of fragrance and fashion, reminding us all of the transformative power of beauty and art. From the debut of Queen of Silk to the immersive activations and exclusive events, Creed Australia's debut year was a testament to the brand's commitment to elegance, innovation, and a celebration of luxury and heritage.