TBWA Sydney launches design and branding agency Fabric

TBWA Sydney is launching design and branding agency Fabric, which will specialise in fashion and lifestyle brands.

The agency will be spearheaded by TBWA group account director Gemma Rees as managing partner, and former creative director of September Design Studio Keenan Motto in the role of creative partner.

The founders of Fabric, Gemma Rees and Keenan Motto

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

Motto added: “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.”

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

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.”

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


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