The event, showcasing some of Australia’s finest designers, retailers and business leaders has become a Mecca for diehard fashion enthusiasts from interstate and overseas growing into one of the largest retail fashion events in the world.
Fashion fans were treated to some of the most innovative displays of fashion to date at the main event – the L’Oreal Paris Runway shows. Held at the Fashion Cube in the Melbourne Museum Plaza, the L’Oreal Paris Runway shows ran over five nights featuring collections from prominent designers including Toni Maticevski, Wayne Cooper, Kirrily Johnston, Allanah Hill, Morrisey and Zambesi.
Also held at the Fashion Cube was the Independent Runway, sponsored by MINI, which showcased emerging designers, bands and DJs reflecting the industry’s contemporary spirit through cutting-edge designs. Target Rocks Red Market, another event in the specially constructed Fashion Cube, presented Target’s autumn/winter collections to the sounds of some of Australia’s best DJs and saw the exclusive unveiling of Stella McCartney’s exclusive collection for Target, which sent consumers into a buying frenzy just a few days later.
There was a buzz around Historic Prahran Town Hall which housed this year’s Salon Shows including a tribute to pyjama king Peter Alexander, who is celebrating 20 years in the industry, the Oroton Accessories Style Workshop and the A/X Armani Exchange.
Other highlights included the Herald Sun Marketing Breakfast, which featured speakers from some of the world’s largest advertising agencies, the 2007 LMFF Business Seminar at Melbourne’s Sofitel with keynote presenters from international industry leaders on issues facing the fashion industry, and the POP UP – POP IN – POP OUT event that spanned across the City of Melbourne. POP UP – POP IN – POP OUT presented by The Herald Sun and The City of Melbourne featured a makeshift structure which literally sprang up in a number of locations such as the City Square, QV, Federation Square and the Melbourne Museum Plaza. Each day the public was treated to parades from Sportsgirl, Calvin Klein, Levante & Jonathan Aston and QV, which showcased the latest fashions of Melbourne.
Retailers, shopping precincts and centres also joined the celebrations by hosting a number of parades as well as running a number of events and exhibitions to raise the fashion industry’s profile.
MYER once again held its fashion show in the historic Mural Hall showcasing prominent Australian and international designers. David Jones launched its autumn/winter collection at Melbourne Town Hall and attracted a crowd of high profile sports, music, television and political celebrities.
Chadstone – The Fashion Capital hosted its VIP shopping night where punters received an array of special offers and discounts on their favourite brands and gained a glimpse into up and coming autumn/winter collections.
Chadstone also exhibited costumes from Cirque De Soleil throughout its centre as part of the week’s celebrations. Highpoint Shopping Centre joined in the Fashion Festivities by running its Style Counsel – a group of leading fashion stylists on hand to provide the fashion conscious with advice on what style works with their body shape, what colours suit their skin tone and how an entire outfit should be put together. Westfield’s Southland also offered personal stylist sessions with stylists to the stars and also conducted its Fashion Displays.
Melbourne’s GPO had a display with a difference with its “Melbourne’s GPO Designers Out On The Line”. The display was a creation of artist, Joost, featuring designer collections artistically hung out on a clothes line at Postal Hall. Melbourne’s GPO also held its Designer Insight Showcases where fashion devotees could enjoy some bubbly while listening to Harper’s BAZAAR conducting intimate interviews with and exploring the collections of designers.
Melbourne Central also created a stir with the Esprit Skywalk. The show was an elaborately choreographed display featuring a vertical catwalk down the Melbourne Central Shot Tower. Models danced and abseiled down the tower in a synchronised routine exhibiting Esprit’s 2007 autumn/winter collection. Festival Chair, Naomi Milgrom told the Herald Sun that the festival not only offers professional development opportunities to the fashion and retail industry, but it also encourages consumers to spend more money in shops. In 2006, the festival was estimated to have contributed $44.8 million to the Australian economy and it is estimated to have drawn in more this year.
Sandra Campitelli, General Manager of the Hair and Beauty Industry Association says that Melbourne is increasingly becoming the fashion capital of Australia and the increased success annually of the Fashion Festival and Fashion Week illustrates the support for these events. “It is great for designers – both established and aspiring and it’s great for retailers and the fashion savvy consumer”.
