The 19th Melbourne Spring Fashion Week launched on Thursday morning, in the only way Melbourne knows how – hidden beneath Flinders Street Station in the Campbell Arcade, with flowers, champagne and a custom made film.
The City of Melbourne again hosts Melbourne Spring Fashion Week, presenting over 100 events from August 31 through to September 8, showcasing trends, the hottest looks for the warmer seasons and a multitude of cultural events, most of which are free.
The MSFW team, together with the crème de la crème of the Melbourne fashion scene, have been busy working behind the scenes over the past months to put together a fashion inspired short film about Melbourne, entitled Reflection.
Starring model Kate Peck, the film follows Kate through Melbourne, showcasing the best of fashion and our landmarks through beautiful cinematography and well chosen locations.
Thursday morning’s launch, hosted by Rebecca Madden and Lord Mayor Robert Doyle, encompassed the passion the City of Melbourne has for this event and highlighted that the festival is not about frivolity or indulgence, but about smart manufacturing and smart design. With over 90% of the MSFW content being Melbourne derived, we can be sure this is true.
“Fashion in Melbourne is not something that exists in dresses only,” said Rebecca, paraphrasing Chanel. “It is in the air we breathe.”
Thinking of attending MSFW? Tickets went on sale today, and there is a wide range of free and ticketed events to whet your appetite.
The MSFW: Designer runways will again be hosted at the Melbourne Town Hall, and will this year include a Resort collection runway, and a Mens event. Over four nights (and at the bargain price of $35 a ticket), the best of Australia’s designers will strut their stuff on the catwalk and consumers will have the ability to shop the look in stores around Melbourne.
The MSFW: Hub returns to City Square, providing a live site where your lunch break can be filled with beauty, fashion and a retail wonderland. MSFW continues to support the up and comers in MSFW: Emerging, a platform where students from a variety of Melbourne Fashion Schools can exhibit their talent.
The industry events have been given a makeover and 2013 sees MSFW trial a new experience for the business minded, a full day of thinking and opinions. MSFW: Industry provides the opportunity to learn and share through forums, debates and lectures.
Finally, MSFW: Curated will pepper the week with cultural highlights. Fashion, art, food, film, design and culture will allow visitors to explore the city and discover what exactly makes us tick. Hidden in laneways and around corners, these events are both ticketed and free.