2025: WELCOME TO UTOPIA
The 2025 creative campaign, ‘Welcome to Utopia’ brought to life a vibrant, imaginative world where fantasy met reality. We explored a realm of endless possibilities through bold visuals, choreography, music, and carefully sourced fashion. The campaign reflected both the thrill and chaos of our rapidly evolving digital landscape, while offering a sense of sanctuary and restoration. Through our creative direction, we transformed this vision into a shared experience, a bold reimagining of what a utopia can be.
2024: THE AGE OF INcEPTION
The 2024 theme, ‘The Age of Inception’ focused on the moment of inception, of beginning that drives change, growth and creativity. The show used a futuristic perspective to reimagine what lies ahead, presenting an imaginative depiction of evolution and human potential. DUCFS 2024 highlighted inception as both a starting point and a force for transformation, celebrating the power of new ideas and their capacity to shape the future.
2023: TIME AFTER TIME
The 2023 theme, ’Time After Time’, explored how we experience and adapt to the passage of time. Therefore, the show unfolded in three acts: Act 1 centred on order and routine whilst examining the satisfaction and complacency humans experience within routine; Act 2 explored the chaos and disruption that arise when this stability collapses; and Act 3 offered resolution. Ultimately, the 2023 creative vision reflected on how, by balancing our altered perception, we learn how to cherish the people, places and things we love with the time we have and establish a new order of incorporating the new changed experience.
2022: IDENTITY CRISIS
The 2022 theme, ‘Identity Crisis’ centred on the journey of self-discovery and the process of breaking free from societal expectations to embrace individuality. Presented as one narrative across eight stages, the show explored identity as a fluid, evolving process, revealing that when we move beyond fixed definitions, our true self is revealed. The creative vision encouraged audiences to embrace change, emphasising how true individuality allows us to integrate into communities with authenticity and freedom.
2021: REFLECT RESET
The 2021 creative campaign, ‘Reflect Reset’, explored the powerful dichotomy between technology and human connection.In an era where Covid-19 has redefined human connection, it has never been more important to optimise our relationship with technology as we increasingly live our lives immersed within digital communities. Therefore, DUCFS 2021 provided a platform for REFLECTION on our use of technology in this digital age, encouraging people to RESET their connection with our digital and physical communities.
2020: SHAPESHIFT
The creative vision for the 2020 campaign, used the imagery of a production line to symbolise a faceless, industrialised world that strips away individuality. The 2020 campaign threw a spanner in the works to displace the robotic rhythm of workers’ lives and battle against unsafe working conditions, exploitation, and loss of autonomy. Through its creative vision, DUCFS 2020 imagined a world where workers’ rights and individuality are restored, calling for a collective #shapeshift.
2019: PULL THE THREAD
The 2019 campaign, in support of the Environmental Justice Foundation, was themed ‘Pull the Thread’, emphasising how everyone had a personal role in the social fabric to drive change within the fashion industry. DUCFS 2019 was a visual exploration of the impact of fast fashion, and the consequences of clothing choices on people and the planet. It called for a shift in attitudes, urging people to view fashion as a means of self-expression and a positive force for change.
