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:: Spotlight :: 2009 L'Oreal Melbourne Fashion Festival - Fashion Incubator

By: Maraika van Wessem

A flurry of gothic style dancers, moving to the soulful tones of Tango Apocolypso, launched the Fashion Incubator‘s Everyday Attitude parade as part of the Melbourne Central 2009 L’Oreal Melbourne Fashion Festival.

The parade epitomised the originality that Fashion Incubator is renowned for, featuring an eclectic mix of dazzling eveningwear and edgy streetwear for Autumn Winter 2009 from in house labels Sarva, Riotsville, Fugue, Ella, Sideshow Design, Josua Andreas and Boski.

Highlights included SARVA’s chic black dress and white suit with frill detail on pockets and neckline, RIOTSVILLE’s faux leather dress with flapping fish scale details; ZEPHR GRAHOH’s dress in cobalt blue with black lace detail and the standout JOSHA ANDREAS’ refreshing mandarin and orange flowing mushroom dress with frill detail.

The Fashion Incubator certainly lives up to its name. The Melbourne Central shop offers budding designers the opportunity and resources to help them design, create, show and sell their original fashions, giving them a much needed step up in the fashion industry.

The plus for buyers at this interesting retail store is they can support a new designer and best of all pick any design in the store and the designer will create it for them in any colour, any fabric and made to perfect measure - try finding that else ware! The quality and inimitable distinctive designs created for the show gave no indication that these were the work of budding designers with each design showing the strength of its designer.

If you like to stand out from the crowd in a one off gown, I strongly suggest a visit to Fashion Incubator Melbourne Central for a made to measure gown which comes complete with the story of the designer behind it.

The Fashion Incubator is located at:
Shop 238, Level 2
Melbourne Central Shopping Centre
211 La Trobe St

Pictures from the event