The backstreets of Cremorne were highly audible with the constant clip-clip of expensive heels as near 600 elegantly attired ‘Titans’ of government, industry, media and most certainly the fashion and beauty industries descended en masse to a previously unbeknownst warehouse conversion to hear the most important announcement of the upcoming ‘Fashion Year’.
High anticipation was clearly palpable as those that had come were firstly given a dramatic welcome by what has now come to be monikered the ‘VAMFF army’, an installation of 40 models, both lads and lasses, dressed in a sea of dramatic grey hooded blousons, the creation of dynamic designing duo Peter Strateas and Mario Carlucci of label, Strateas.Carlucci.
As the fashionable conclave greeted each other with festive zeal, thoughts wandered as to what MFF Chairman, Laura Anderson and The Festival’s CEO, Graeme Lewsey had in store for the 2015 rendition of the Virgin Australia Melbourne Fashion Festival.
Firstly Both Anderson and Lewsey reaffirmed the brilliance of the affiliation between Virgin Australia and the Festival. The Partnership now in its second year, is looking to engage consumers even more and looks to setting the Melbourne Fashion Festival as not a local but Australian event within the premise of a major attraction for tourism in 2015.
Secondly, VAMFF has a new beauty partner, in national health and beauty retailer, Priceline. Priceline will endeavour to bring the latest in beauty and hair looks to the VAMFF runways by promoting its premier hair and makeup brands including Rimmel and L’Oreal and has plans to engage the best creatives in the industry to do so.
As for the Program itself, the core Festival will now stride two weekends with a total of eight days of exhilarating Runway shows interspersed with premium events including the National Designer Award presented by Tiffany & Co. The opening event, which will again feature the David Jones Runway, is scheduled for Saturday 14th March coinciding with the Grand Prix in Melbourne. VAMFF will also collate a stellar list of international and local speakers for its prestigious Business Events Series which in 2015 finds a new home at Crown Resorts.
As for specifics, The Grand Showcase, a much anticipated highlight of the Runway shows, will feature Josh Goot. Goot, a previous alumnus of the Festival’s National Designer Award will also celebrate a milestone 10 years of his eponymous label. The Grand Finale for 2015 will showcase the creative genii of designers Anna Plunkett and Luke Sales of Romance Was Born. The event will take place at the National Gallery of Victoria.
As Lewsey revealed the 2015 motif of the campaign ‘Get Close’ it became evident that Festival has again succeeded in achieving its key aim to make fashion and retail accessible to consumers.
Accompanied by a month long Cultural Program, VAMFF 2015 looks to be bigger and brighter than it has ever been and aficionados of the Festival will not be disappointed.
VAMFF runs from March 14th till 22nd 2015. For further program details and ticketing visit www.vamff.com.au
Photography by Colin Gold and Lucas Dawson