:: Spotlight :: 2011 L’Oréal Melbourne Fashion FestivalBy: Carmine PascuzziThe 2011 L’Oréal Melbourne Fashion Festival (LMFF) recently launched in Melbourne and Sydney with new Festival Creative Director Grant Pearce speaking about the exciting new elements to the 2011 LMFF Program, including: LMFF will be held from March 14-20, 2011. Grant also revealed the 2011 Festival Creative Campaign. In a coup for LMFF, the campaign features film actress Melissa George, the LMFF ‘Face of the Festival’ and was shot by internationally recognised photographer Daniela Federici. Melissa will also attend the 2011 Festival in March. Grant also spoke on the first of LMFF’s always world-leading international guests: He then announced another special guest for LMFF in 2011: Another coup was also announced for LMFF – Alex Perry will show in Melbourne for the first time as part of LMFF. Grant said, "LMFF will create the perfect evening of high fashion, entertainment and glamour at the brand new feature event of the 2011 program with ‘Alex Perry - Red Carpet Runway’. This event will bring the luxury and energy of an Alex Perry runway to an iconic Melbourne location, and to a new audience. LMFF has secured the Royal Exhibition Building as the site for this event with a view to creating a truly memorable and special occasion. The World Heritage Site-listed Royal Exhibition Building has a long and distinguished history, standing as a treasured national landmark within the beautiful surrounds of the Carlton Gardens and positioned in classical contrast to the modern architecture of the Melbourne Museum. The building’s interior provides the perfect setting for Alex Perry - Red Carpet Runway. Majestic, impressively spacious and gorgeously decorated, the circular driveway with fountain leading up to the main entrance doors gives an immediate impression of prestige.’ Finally, the eight finalists for the LMFF Designer Award, presented by Woolmark and supported by Vogue were announced. Congratulations to the following finalists: 1. Arnsdorf VIC The winner will win a $20,000 prize, including $10,000.00 cash and a trip to attend either Premiere Vision (Paris) or Pitti Filati (Florence) as a guest of Woolmark. *************************************************************** **LMFF 2011 Official Programme** Fashion Full Stop; Decades of Australian Fashion - MONDAY MARCH 14 On March 14 2011, LMFF launches ‘Fashion Full Stop; Decades of Australian Fashion’. Designers and labels featured will include L'ORÉAL PARIS RUNWAY - PENINSULA, CENTRAL PIER Renowned for their drama and style, each L’Oréal Paris Runway presents Autumn/Winter collections from Australia's leading designers. L’ORÉAL PARIS RUNWAY 1 L’ORÉAL PARIS RUNWAY 2 For the first time we will show the LMFF Designer Award 2011 Finalists on a public runway. Congratulations to our finalists who will feature in tonights show: L’ORÉAL PARIS RUNWAY 3 L’ORÉAL PARIS RUNWAY 4 L’ORÉAL PARIS RUNWAY 5 L’ORÉAL PARIS RUNWAY 6 L’ORÉAL PARIS RUNWAY 7 *********************************************************** LMFF SIDEWALK Fashion for everyone - this is the spirit of Sidewalk. Free, open-air runways at Federation Square, the social and artistic heart of Melbourne. LMFF SIDEWALK – FOREVER NEW LMFF SIDEWALK – CITY CHIC LMFF SIDEWALK – JEANSWEST LMFF SIDEWALK – COTTON ON ************************************************************ LMFF TRUNK SHOW LMFF TRUNK SHOW - JACK LONDON LMFF TRUNK SHOW - MIMCO LMFF TRUNK SHOW - READY TO WEAR LMFF TRUNK SHOW - BRIDAL Tickets $49 per show *************************************************************** LMFF NATIONAL GRADUATE SHOWCASE WEDNESDAY MARCH 16 Tickets Collections from 12 of Australia's most impressive fashion graduates go on show at LMFF. See design spirit at it's purest and witness the arrival of Australia's newest design visionaries. Congratulations to the finalists! ********************************************************** LMFF MENSWEAR RUNWAY TICKETS LMFF brings menswear back to the runway in 2011 with an exceptional collection of Australian and international designers. *********************************************************** **RED CARPET RUNWAY: ALEX PERRY** WEDNESDAY MARCH 16 Hailed the '“Kind of the corset” and the “Boss of the ball gown”, Alex Perry is known for his dramatic couture and success. Join the fashion elite under the magnificent domed ceilings of the Royal Exhibition Building. Limited premium tickets are available for this one night only event which treats you to a drink on arrival, premium seating and an exclusive fully catered cocktail party following the show. *********************************************************** LMFF BUSINESS SEMINAR - PRESENTED BY THE VICTORIAN STATE GOVERNMENT, WESTFIELD AND EYE THURSDAY MARCH 17 TICKETS $450.00 - NCLUDES LUNCH AND REFRESHMENTS FOLLOWING THE BUSINESS SEMINAR, PRESENTERS AND DELEGATES ARE INVITED TO A COCKTAIL RECEPTION PRESENTED BY CHAMBORD®. The LMFF Business Seminar has been Australia’s most influential fashion industry event for 15 years – bringing the world’s brightest designers, marketers, retailers and creative thinkers to Melbourne for one essential and inspirational day. HOSTED BY ROBYN HOLT, Publishing Executive & Global Fashion Commentator The former Editor- In - Chief of Australian Vogue Living, Robyn has held the roles of CEO for Conde Nast, Australia and Russia and for Yves Saint Laurent Australia. She was also one of the founding members of the iconic Monocle Magazine. With extensive experience in the lifestyle, fashion and cosmetics industries, Robyn will share her expertise on tapping into the zeitgeist to build a brand. JEFFERSON HACK, EDITORIAL DIRECTOR, The Dazed Group At age 19 Jefferson co-founded the seminal publication, Dazed & Confused, and his empire now also includes Dazed Digital, Another Magazine and Another Man. MIKAEL SCHILLER, CEO, ACNE Studios As CEO of ACNE (Ambition to Create Novel Expressions) Studios, Mikael works with the fashion, publishing and furniture divisions of the company. He has extensive experience in international branding, business development and has an expert understanding on the dynamics between art and industry. GRAEME FIDLER & MICHAEL HERZ, CREATIVE DIRECTORS, Bally Graeme and Michael were appointed joint Creative Directors of luxury Swiss brand, Bally, in March 2010. Prior to Bally, Graeme and Michael headed the design team at Aquascutum, the London based heritage brand, as respective heads of menswear and womenswear. Graeme has also worked closely with Ralph Lauren setting up his RLX line in New York, while Michael worked with Marc Jacobs at Iceberg, as well as with Alber Elbaz at Guy La roche. The duo will discuss the challenges of creating a modern vision while nurturing and managing brand heritage and exploring the essential essence of a brand. JAN NORD, Senior Vice President Creative Director - Brand & New Business & JORGEN ANDERSSON, Senior Vice President Director - Brand & New Business, Esprit Having worked together in the retail landscape for over 10 years, Jan and Jörgen were recently recruited by Esprit to refine and revitalise the iconic fashion brand. Prior to Esprit, Jan held a similar role at H&M for over nine years and has also been involved with brands such as Cheap Monday and Weekday, specialising in the creative and advertising fields. Jan and Jörgen will talk exclusively about how to successfully reinvent a brand as well as manage creativity and a design driven fashion business. ******************************************************************** HERALD SUN MARKETING BREAKFAST TICKETS $105.00 NAVIGATING THE WORLD OF DIGITAL MARKETING It’s no secret technological revolutions have changed the way people communicate and consume media, giving rise to the new social networks. With growing numbers of communication channels and the explosion of all things digital transforming the way we market our brands – are we doing it well and can we do it better? Learn practical, profitable and progressive communications strategies for your business, based on lessons learned in the real and virtual worlds. JONNY BAUER, HEAD OF STRATEGY, Droga 5 Australian Jonny Bauer is responsible for leading and evolving the strategy function at Droga5 New York, assisting clients to innovate and stay ahead in the digital world. KARSON STIMSON, FOUNDER AND DIRECTOR, WeAreDigital Karson has 17 years experience in using digital to connect business and brands with their customers to produce commercial outcomes. His expertise lies in internet retailing, multi-channel strategy, customer engagement, digital marketing and social media. ************************************************************ OTHER EVENTS Tuesday March 15 KOOKAÏ RUNWAY SHOW ************************************************************* Wednesday March 16 CHADSTONE VIP SHOPPING & FASHION PARTY ************************************************************* Thursday March 17 MELBOURNE’S GPO - DESIGNER FASHION PARADES ************************************************************* Friday March 18 COLLINS234 BOUTIQUE GARDEN FASHION SHOWS ************************************************************* **Fashion Weekend Melbourne** For the first time ever London and Sydney's most exclusive designer shopping event is coming to Melbourne with LMFF. Grab a piece of the LMFF action, and shop from designers such as Arabella Ramsay, Alpha 60, Life with Bird, Seventh Wonderland and Manning Cartell (to name just a few!) selling their collections at up to 70% off. Fashion Weekend Melbourne occurs March 18-20, 2011 at Central Pier, Docklands. This is the only designer shopping event of the season! Check all the necessary information online ***************************************************************** Tuesday, March 15 Witness the spectacular fusion of fashion and contemporary dance as they cross paths on a unique catwalk. Indulge in the ultimate shopping experience with special discounts and offers from leading designers and brands. The worlds of high fashion and modern dance are about to collide in the most spectacular way when QV presents inspired FASHION FUSION SHOWS as part of the 2011 L’Oreal Melbourne Fashion Festival. Some of the country’s most talented dancers will swap the stage for the catwalk as QV invites fashion aficionados to explore the art of fashion through an unexpected and exciting fusion of contemporary movement and couture in a never-before-seen performance that blurs the divide between Melbourne’s parallel worlds of style and culture. “QV is proud to partner with the L’Oreal Melbourne Fashion Festival and deliver a fashion forward and artistic experience as part of the official event program, says QV Melbourne General Manager Lisa Fleming. “Make sure to mark the day in your diary – this is certainly an event you won’t want to miss.” Discover fashion directions and wardrobe essentials for this coming Autumn/ Winter season in a series of three culturally infused avant garde performances as Australia’s most aspirational designers, including T.L Wood, Wayne Cooper, Dizingof, Trimapee and Platinum Menswear join the pick of international labels and designs from Cactus Jam,Christensen Copenhagen, Kam Otto, Pamper Heiress, BOSS Orange, YWS, Sevinha and Guess. The latest in street chic will also feature in this cutting-edge fashion event presented on QV’s specially constructed black and white monotone canvas platform, with Glue, Mooks, American Rag, Rampage, and Frat House adding the requisite casual punch to the mélange, showcasing weekend and urban wear for the new winter season. The 2011 QV FASHION FUSION SHOWS will be held in QV Square, in the heart of the QV complex, on Tuesday, March 15, at 12.30pm, 1.30pm and 5pm, and are free to the public. Several of the dancers to appear have been seen on Network Ten’s smash hit So You Think You Can Dance. Afterwards, indulge in the ultimate shopping experience at Melbourne’s home of fashion, with exclusive discounts and offers from QV’s stable of retailers. QV is located on the corner of Swanston and Lonsdale Streets, Melbourne. ************************************************************ |
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