The unusual marketing strategy features the designers behind cult local label Romance Was Born and retailer, Gorman.
Dulux’s paint range is being promoted through room designs based on the designers’ autumn winter 2014 collections.
For example, Gorman’s purple and orange hued collection will be reworked for home interiors by Dulux design stylists.
Dulux stylist, Bree Leech, says the campaign is about bringing fashion trends to the walls of Australian homes.
“Your home, like the clothes you wear, is very much an expression of your individual style,” she says.
“These partnerships [show] how inspiration can be taken from the newest fashion trends and translated into the home with paint and decorative accessories.”
Lisa Gorman, founder of Gorman, says the collaboration will see her traditionally bright palette splashed onto walls.
“My obsession with colour is most easily explained by the fact that my favourite book is my textile Pantone swatch book.
“I’m big on colour in the home. It’s the layering and balancing of texture, print, colour and scale that gives me joy.”
United By Style is launching in tandem with the 2014 Virgin Australia Melbourne Fashion Festival in March.
Both Romance Was Born and Gorman are showing at the festival.
This is United By Style’s second year. The campaign will be supported by the appearance of the iconic Dulux dog at the festival.