QIC Real Estate has launched its Autumn/Winter ‘23 campaign, Hello Again, encouraging shoppers to evoke inspiration from the fashion and lifestyle trends of the 50s, 70s, and 90s, but with a modern twist. 

Hello Again aims to celebrate the golden olden days and encourages customers to find a sense of comfort in the styles of past decades, from loafers and kitten heels in the 50s, vintage homewares of the 70s, and baggy silhouettes from the 90s. QIC commissioned Australian photographer, Hugh Stewart to shoot Hello Again, working with models who embodied a particular style or era.

QIC Real Estate head of marketing, Bronwyn Cooper said, “At a time of constant change, for our AW23 campaign, we wanted to tap into something we could control: memories of the past. We know that people associate nostalgia with positive feelings and experiences. 

“Our centres bring nostalgic memories and comfort to shoppers, and we hope they find endless inspiration from past decades through this campaign. We’ve welcomed the creative direction from our new agency partner Jane Doe on this campaign and can’t wait to see Hello Again come to life in our centres.”

Jane Doe co-founder and executive creative director, Penny Buck added, “We couldn’t be more excited to partner with QIC Real Estate, a brand that blends the best of lifestyle, culture and community together.

“This season, we want every customer to get lost in a warm wave of nostalgic goodness. From TV to home decor, music to beauty, we are seeing the past stand in our present, all around us. Hello Again hopes to bring comfort in the familiar fashion of the past and encourage fun in reinventing what proves to be a ‘timeless piece’ for each individual.”

Hello Again has launched across 11 of QIC’s shopping centres in Melbourne, Sydney, Brisbane, Canberra and the Gold Coast. It will be executed via QIC’s digital channels and in-centre, with each location playing host to a variety of free, family-friendly events.