Celebrating Dion Lee’s arrival to the temporary Inhabit Space at Westfield Doncaster, GEORGE created a secret sleek underground parade for VIPs and media to view the collection being launched.
A refined industrial aesthetic of copper, pink and lush greenery where juxtaposed against the raw concrete surroundings. The space was revealed in stages to build suspense. Guests mingled and drank champagne before the room was opened further to reveal a runway and stage with a DJ booth. In the trend of a salon styled showcase Dion Lee himself curated each look. Each guest left with a feeling that they had been initiated as members into a secret society of premium, coveted Australian fashion.