Clemenger BBDO Sydney creates ‘catfight-proof’ fashion brand for The Real Housewives of Sydney

Clemenger BBDO Sydney has created a fashion brand for Foxtel’s The Real Housewives of Sydney.

Made in partnership with Foxtel’s Arena channel, Kevlar Couture has been made for the upcoming reunion special of the show.

The dresses were designed in order to protect the housewives from catfights and arguments at events.

A campaign for the show features housewife Matty Samaei wearing the dress across show promotions.

Designed exclusively for the Real Housewives, the dresses are made from military-grade Kevlar, a high-strength synthetic fibre.

The dresses have been labelled Galvanised Gown, Fortdress Flips, and Combat Cape, and are designed for occasions including charity balls, cocktail parties and boardroom meetings.

Social videos have also been created to test the durability of the dress.

A first test video shows a cork flying into the dress.

A second video sees a knife being thrown, while the third features a high heel tapping on the back of the dress.

The campaign will also have a print component and will feature on the Arena website.


  • Client: Foxtel/Arena
  • Head of Marketing, Entertainment Channels: Gina McGrath, Sasha Mackie
  • Senior Marketing Exec, Entertainment: Candice Clerici
  • Marketing Exec, Entertainment: Laura Stewart
  • Senior Digital Producer: Carla Russo
  • Digital Producer/Videographer: Tom Radcliff
  • Agency: Clemenger BBDO Sydney
  • Executive Creative Director: Paul Nagy
  • Managing Director: Emily Perrett
  • Creative Director: Ben Clare, Brendan Willenberg
  • Creatives: Simon Gibson, Dan White, Josh Aitken, Simon Koay
  • Planner: Toby Clark
  • Senior Producer: Steve Tindall, Claire Bisset
  • Senior Account Director: Holly Whiteley
  • Senior Sound Engineer: Anthony Tiernan
  • Editor: Alex Guterres
  • Online & grade: Jess Morgan
  • Fashion designer: Dan Jones
  • Photographer: Steven Popovich
  • Assistant: Ben McPhee
  • Production Company: Paper Dragon
  • Director: Sam Couzens
  • Executive Producer: Nicola Woolfrey
  • DOP: Borce Damćevski ACS
  • 1st AC: Nathan Damćevski
  • Special thanks to Trolley’d


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