City Rail Link meets New Zealand Fashion Week in new Thompson Spencer campaign

Auckland Transport and Thompson Spencer have launched a new campaign to coincide with New Zealand Fashion Week.

Together, they bring NZFW’s 25th anniversary theme, ‘Auckland in style. Tāmaki Makaurau in motion’ to Auckland’s newest train stations, transforming them into the city’s latest runway.

The campaign follows models as they transform from everyday commuters into runway-ready icons, travelling through Te Waihorotiu Station, aboard a train and through Waitematā Station before arriving at Shed 10 (home of NZFW) in a series of short films for YouTube, Meta and TikTok.

The campaign positions public transport as a stylish, convenient way to move around the city, while showcasing Te Waihorotiu Station’s striking architecture and reinforcing the broader City Rail Link campaign’s promise of giving Aucklanders the gift of time.

Connect people to the best of Auckland

Thompson Spencer Group CEO Melanie Spencer says: “This campaign actually began with a conversation Anna Lawrence from Auckland Transport and I had a couple of years ago – one of those ‘wouldn’t it be amazing if…’ moments.

“To see that idea become reality, just as both New Zealand Fashion Week and the City Rail Link enter exciting new chapters, is incredibly special.

“The City Rail Link is about so much more than getting from A to B – it’s about connecting people to the best of Auckland.

“The train is for everyone, whether you’re heading to work, meeting friends or stepping out in your best for one of the city’s biggest events. We wanted to show Auckland in style, and Auckland as a city in style,” says Spencer.

Transform how people move around

Anna Lawrence, GM marketing & media partnerships at Auckland Transport, says the collaboration demonstrates how the City Rail Link will connect Aucklanders with the city’s events and entertainment calendar.

“The City Rail Link will transform how people move around the city. Partnering with New Zealand Fashion Week lets us celebrate one of Auckland’s most exciting events while giving Aucklanders an early look inside the CRL and the stunning new Te Waihorotiu Station. Most importantly, this campaign shows what’s possible when the city becomes more connected.”

Bringing the collaboration to life are New Zealand models Hannah Watene, Han Hoheisel, Banke Moss, Paige Downard, Monique Haywood and David Miller, wearing pieces from some of Aotearoa’s leading designers and brands, including Liz Mitchell, Zambesi, Porter James, Taylor Boutique, Juliette Hogan, Kevin Thorne, Paris Georgia, Harris Tapper, Oosterom and Deadly Ponies.

A city in style

Dan Ahwa, creative director of New Zealand Fashion Week, says fashion has always belonged in the heart of the city.

“Fashion Week is ultimately about creativity, self-expression and bringing people together.

“The City Rail Link will make it easier for more people to experience that. Seeing our designers and models transform these incredible new stations into a runway felt like a natural way to celebrate both Auckland’s creative spirit and the future of how we move around it.”

Credits

Auckland Transport

• GM marketing & media partnerships: Anna Lawrence
• Senior marketing specialist: Debbie Chin

Thompson Spencer

• CEO: Melanie Spencer
• Creative director & director: Harvey Hayes
• Group account director: Dom Henshall
• Executive producer: Carlene Managh
• Producer: Janell Ng
• Production assistant: Sophia Pauling
• DOP: Shayne Archer
• Senior performance specialist: Nick Brown

New Zealand Fashion Week Kahuria

• Creative director: Dan Ahwa
• Executive director: Liam Taylor
• Executive producer: Rebecca Lawson

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