Fabric Officially Launches with Five Founding Clients

Design-led agency Fabric has officially launched.

Fabric’s mission is to create enduring brand platform ideas and experiences for fashion and lifestyle brands who are ambitious about local and international growth.

Fabric’s foundation clients include Sheridan, M.J.Bale, Helen Kaminski, Jurlique and General Pants.

Jurlique, the Australian natural skincare brand appointed Fabric after a three-way pitch. The agency’s brief is to grow the Jurlique brand in Australia and across its key markets globally.

General Pants, the iconic Australian fashion retailer appointed Fabric as its new creative agency to elevate the brand within an ever-evolving retail landscape.

Says Sacha Laing, CEO, General Pants: “I’m excited about our partnership with Fabric and the work we have begun to create together. I’m confident that their strategic smarts and rigour will help us untap and translate our consumer insights into powerful and engaging messaging for our brand as we move forward.”

Gemma Rees (above left), managing partner and Keenan Motto (above right), creative partner are the founders of the agency, backed by TBWA Sydney.

Gemma has been promoted to lead Fabric after five years at TBWA running the David Jones account. Keenan has joined Fabric from a career working within some of Australia’s most respected design studios.

Says Gemma: “We want to create brand experiences smart and creative enough to become part of the fabric of today’s culture.”

Says Keenan: “Importantly these experiences need to be guided by long term brand platforms. Fabric’s ability to tap into the strategic planning and content production teams at TBWA will set us apart from our competitors.”

Says Paul Bradbury, CEO, TBWA Australia and New Zealand: “Gemma and Keenan are a duo to watch. They are smart, passionate and forward thinking. Fabric is off to a very fast start and with very good reason.”