The Alias team, headed by Ali Newling, is a full-service, experiential event agency designing and producing bespoke grand occasions, luxury dinners, fashion & beauty events, product launches and marketing activations from international global luxury brands to the most discrete HNW private clients. 

We work with the very best to produce the very best.  For each unique project we tailor a specialist team drawn from our extensive international network of the finest contractors and suppliers, we can coordinate and manage every last detail of your event, in any location.


Ali Newling’s experience spans three continents and many key areas of popular culture - fashion, art, film, photography, music and she now brings her impressive wealth of experience to creating live events and bespoke experiences.

Working with brands such as CHANEL, Dior, Cartier & Chaumet across Australia; Ali has devised and presented large-scale fashion shows, intimate dinners, exhibitions and a diverse range of exclusive VIP client experiences.

Ali has also produced TV commercial in Los Angeles for multi-national brands including: Mercedes Benz, Nike, Bacardi and Coca Cola; working alongside renowned directors such as Nick Egan, W.I.Z. and Ellen Von Unwerth. 

In London she produced over 50 music videos, winning the MTV award for Best Video in 1990 for ‘Nothing Compares 2 U’ by Sinead O’Connor, directed by John Maybury.

Just a few other notable career highlights include: holding executive positions in multi-national record companies BMG & Warner Music, representing the preeminent celebrity portrait photographer Herb Ritts in New York at the height of his fame, being appointed the first General Manager of ground-breaking youth marketing & creative agency Spin Communications in Sydney, devising the original concept and creative strategy for Australian Fashion Week and developing movie scripts for iconoclast Malcolm McLaren in New York.