TBWA launches Fabric in Sydney

TBWA today announced it has launched design-led agency Fabric in Sydney, with a collection of foundational clients to hit the ground running.

Fabric focuses on fashion and lifestyle brands, and to that end begins life in Australia’s capital working for clients including Sheridan, MJ Bale, Helen Kaminski, Jurlique and General Pants. Jurlique appointed Fabric after a competitive three-way pitch.

Fabric will have the support of TBWA Sydney more broadly with capabilities such as strategic planning and production. Managing partner Gemma Rees will lead Fabric, having previously spent five years leading the David Jones account for TBWA Sydney. She is joined in leadership by creative partner Keenan Motto, who previously worked at TBWA and also design studios including September and Maud.

In a statement, Rees said: “We want to create brand experiences smart and creative enough to become part of the fabric of today’s culture.”

Paul Bradbury CEO of TBWA Australia and New Zealand, said: “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.”