Icy Ling, CEO and Co-Founder of IC & Co

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The House of Creed Partners with Michael Lo Sordo for Australian Fashion Week

17 May 2024

In a stunning collaboration, The House of Creed joined forces with renowned Australian fashion designer Michael Lo Sordo for Australian Fashion Week.

The partnership saw Lo Sordo unveiling an exclusive royal purple silk gown designed to celebrate the release of Creed’s latest fragrance, Queen of Silk, during his runway presentation on Tuesday, May 14th, as part of the official Australian Fashion Week schedule.

Luxurious silk has long been a cornerstone of Lo Sordo’s aesthetic, making the collaboration a natural fit. "Silk is at the core of every collection that I create," Lo Sordo expressed. "I have always loved the way it drapes, flows, and creates elegant lines on the body."

The delicate artistry of working with silk, an ancient practice, was a perfect match for the launch of Queen of Silk. "Designing a dress to launch the new House of Creed fragrance, Queen of Silk, has enabled me to find the perfect balance and celebrate tradition while adding my modern touch," Lo Sordo added.

Creed’s Queen of Silk fragrance, inspired by the opulent lustre and ethereal softness of silk, envelops the skin with a gossamer-like touch. Its seductive trail of sensuality shimmers with luminous energy, capturing the paradoxical qualities of silk: strength with gentleness, vibrancy with evanescence.

This partnership marked Creed’s debut at Australian Fashion Week as the official fragrance partner for the next three years. Guests were invited to immerse themselves in Creed’s rich history through captivating installations and experiences at Sydney’s Carriageworks. From the Queen of Silk bar takeover to the heritage museum showcasing the brand’s origins as exquisite tailors, each on-site activation reflected Creed’s commitment to craftsmanship and luxury in the worlds of fragrance and fashion.

Sarah Rotheram, CEO of Creed Fragrances, expressed, “This marks the largest activation Creed has ever undertaken in Australia. It’s not only an opportunity to showcase the brand’s story but also to champion Australian design and artistry.”

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