Variety Hour Studio

You may be surprised to know this, but gorman doesn’t lay sole claim on print-forward fashion the way some Melbournites may think. In fact, in some environments, it’s an offense to ask someone wearing a matching printed two-piece “is that gorman?”.

Take a stroll down Gertrude Street, Fitzroy and you’ll eventually find yourself face-to-face with Variety Hour Studio, the flagship store for the wares of Melbourne-based textile designer Cassie Byrnes. Boasting kaleidoscopic colourways that would make even ROYGBIV envious, you can get your fix through clothing, bedding, homewares and accessories. 

From August 2020 to November 2023, I worked with Variety Hour Studio across their digital marketing outputs. In partnership with Cassie and the VH team, I executed seasonal digital marketing campaigns tied to collection releases across editorial content, email marketing and paid and organic social media content. 

Over my three years in this role, my hat stand was one that was constantly changing and evolving as the needs and focus of the brand adapted to a constantly changing market amidst a global pandemic and recession.

With TikTok making a name for itself over lockdowns, my time at Variety Hour Studio saw my foray into the realm of short form video editing for TikTok and Instagram Reels. 

Despite the Variety Hour tone of voice and visual identity being one to never take itself too seriously, with plenty of tongue-in-cheek content that was incredibly fun to make, a key aspect of my role was to also ensure that visual assets reflected and celebrated the diversity of VH customers. Key moments that reflect this work are the interviews I produced for Variety Hour’s VHWorld series, and the group photoshoot I produced for Variety Hour’s Summer Shirring collection in 2022.

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