Melbourne Fashion Week - Year One · 2024
THÖKERCO JOURNAL · MELBOURNE
Melbourne Fashion Week
Year One · 2024
The first step into Melbourne fashion and the beginning of a relationship that would continue into the years ahead.
The beginning
2024 was our first Melbourne Fashion Week experience.
Melbourne Fashion Week 2024 became an important early chapter for THÖKERCO. The week ran from 21–27 October 2024, bringing together established, independent and emerging fashion voices across the city. For THÖKERCO, it was an opportunity to see our jewellery and accessories move beyond the online store and into a live fashion environment.
The invitation
A personal introduction opened the door.
Creative Director Gideon D. Wilonja personally reached out to THÖKERCO in 2024. That first connection became the starting point of our Melbourne Fashion Week journey, one that would grow into a continuing relationship from our first runway experience onwards.
From an online boutique to the runway environment.
The experience gave THÖKERCO a chance to see how jewellery can change the feeling of a complete look not as the clothing collection itself, but as a considered part of the styling.
Preparing for the runway
Every selection had a process.
THÖKERCO selected jewellery and accessories to put forward for runway consideration. We prepared a lookbook of the pieces being shared, then completed an inventory form documenting the selections. It was a small but meaningful behind-the-scenes process: deciding which pieces could translate from the THÖKERCO world into the styling language of Melbourne Fashion Week.
On the runway
Our accessories became part of the wider fashion story.
THÖKERCO jewellery and accessories were selected to work within the styling of the 2024 runway environment. The clothing collections remained the work of the participating designers; THÖKERCO’s contribution was the accessories selected to work within those finished looks.
That distinction is an important part of the archive. We were not presenting a THÖKERCO clothing collection. We were seeing our accessories interpreted within a larger fashion story which is what made the first experience so memorable.
THÖKERCO point of view
“Elegance, Reimagined.”
Modern elegance with intention. Refined pieces designed to become part of how you dress, move and express yourself.
Photography & creative credits
Creative Direction: Gideon D. Wilonja
Why this chapter matters
Year One was more than a fashion-week appearance. It was one of the first moments where THÖKERCO’s jewellery could be experienced in motion, alongside clothing, styling, lighting and an audience. It showed us that the pieces could hold their own within a larger fashion conversation while still feeling true to the brand.
