Lord Mayor Robert Doyle this week revealed details of the Melbourne Spring Fashion Week (MSFW) program and unveiled international actress and style icon Isabel Lucas as the 2016 Ambassador.
Currently residing in LA, Lucas has returned to her hometown for the highly anticipated fashion event, which is produced by the City of Melbourne and in its 22nd year.
“Isabel is an internationally renowned talent and her fashion credentials make her perfect for the role of MSFW Ambassador,” the Lord Mayor said.
MSFW has again partnered with Vogue Australia to bring Vogue American Express Fashion’s Night Out (VAEFNO) to Melbourne for a second year, kicking off in Bourke St Mall on Friday 26 August as part of MSFW’s Opening Night celebrations.
The Lord Mayor said this continued partnership shows MSFW’s commitment to supporting Melbourne’s fashion and retail industries and reaffirms our status as the fashion capital of Australia.
“MSFW continues to grow as the city grows, showcasing the best Melbourne has to offer in fashion, shopping, entertainment and hospitality,” the Lord Mayor said.
“It is a great boost for our local industry with 85 per cent of the content sourced from Melbourne and Victoria.
“In 2015 more than 60,000 people attended the festival, contributing more than $8 million to Melbourne’s economy, more than double the economic impact of the festival in 2014.”
The Lord Mayor also announced that MSFW will soon launch a new mobile app, in partnership with IBM, which will host exclusive fashion content and provide users with personalised programming over the course of the event and beyond. The app is available for download on iPhone via the app store from August 1.
Chair of Marketing Melbourne, Councillor Beverley Pinder-Mortimer, said MSFW enhances the city’s vibrancy and promotes our reputation globally as a shopping destination.
“We are so thrilled to announce this year’s MSFW program which continues to innovate and inspire, cementing Melbourne as the leading fashion and retail destination. As always, every look you see on the runway can be purchased instantly in stores across the city,” Cr Pinder-Mortimer said.
Other highlights of the MSFW program include:
Emporium Melbourne’s Opening Runway, kicking off Friday August 26 at 6pm in spectacular fashion. As part of MSFW’s Opening Night celebrations and VAEFNO, shops and boutiques across the city’s retail precincts will be abuzz with live entertainment, retail offers and specially curated shopping experiences.
MSFW’s Hub at City Square featuring free daily runway shows, fashion and beauty brand activations, entertainment, workshops, as well as highlights from men’s fashion program Mr. The Hub will also host Family Day with fashionably fun programming for the entire family on Sunday August 28.
MSFW’s Designer Runway series will see one-off runway shows held over four evenings at the iconic Melbourne Town Hall, showcasing new seasonal looks at Opening Gala, Urban Bloom, Contemporary, Spring Carnival, Mr and Resort.
MSFW’s Emerging program is dedicated to fostering and supporting Melbourne’s up-and-coming talent, showcasing graduate design student collections from RMIT, FashionMasters, Box Hill Institute, Kangan Institute, Holmesglen Institute and Whitehouse Institute of Design on Sunday August 28. The Makers and Shakers Emerging Designer Market will sell and showcase wares from emerging and independent designers throughout the entire week of MSFW, housed in the Old Met Shop of Melbourne Town Hall.
MSFW’s Curated program features a diverse program of events held across the City of Melbourne, including exhibitions, workshops, runways, talks and documentary screenings.
Melbourne Spring Fashion Week (MSFW) is collaborating with the Victorian Government, through Creative Victoria, to present its industry program which includes a series of captivating talks and seminars to encourage new business in fashion and retail. Running between Saturday 27 August and Friday 2 September at both the MSFW Hub and RMIT Design Hub, the program will present an impressive line-up of industry professionals sharing their insights on a range of fashion topics, covering the journey of a fashion business from pre-start up to year five. Also returning for a second year is the Creative Collective – a free public exhibition to celebrate some of the best of Victoria’s fashion design. The Creative Collective acts as a platform for local independent designers and retailers to grow the profile of their brand and showcase their unique aesthetic to media, buyers and the public.
Each runway will be supported with hair by KEVIN.MURPHY and makeup by MECCA. Tickets are on sale now. For more information on the MSFW program, visit the website www.melbourne.vic.gov.au/msfw.
