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:: Spotlight :: 2011 L’Oréal Melbourne Fashion Festival

By: Carmine Pascuzzi

The 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:
- A refreshed Program Launch – to be held at Melbourne's Government House in February
- A spectacular Consumer Launch Event - launching on a grand-scale with a specific focus on broad public appeal and engagement

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:
- Mikael Schiller – CEO of ACNE Studios, the immensely successful Swedish brand, where he works with the fashion, publishing and furniture divisions. LMFF is proud to announce ACNE’s famous Paper Party will be held in Melbourne during LMFF
- David Jones - Global CEO of Havas Worldwide, one of the world’s leading advertising groups, running Euro RSCG Worldwide, Arnold Worldwide and all creative, marketing services and design companies throughout the global Havas network

He then announced another special guest for LMFF in 2011:
- Jefferson Hack – Founder and Editorial Director of Dazed Group. Jefferson has pioneered new approaches in journalism, film, photography, television and digital media through magazines including Dazed and Confused and AnOther Magazine.

Another coup was also announced for LMFF – Alex Perry will show in Melbourne for the first time as part of LMFF.
‘Alex Perry – Red Carpet Runway’ will be a highlight of Festival and held at Melbourne’s beautiful and historic Royal Exhibition Buildings.

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
2. Bassike NSW
3. From Britten VIC
4. Lui Hon VIC
5. Dress Up VIC
6. Song for the Mute NSW
7. Laurence Pasquier NSW
8. Ellery NSW

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.

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**LMFF 2011 Official Programme**

Fashion Full Stop; Decades of Australian Fashion - MONDAY MARCH 14
Giveaways and fashion fun from 4.00pm
Show begins 5.30pm
The Plenary, Melbourne Convention and Exhibition Centre
1 Convention Centre Pl, South Wharf, Melbourne

On March 14 2011, LMFF launches ‘Fashion Full Stop; Decades of Australian Fashion’.
Celebrating iconic designers, labels, styles and moments that have shaped this nation’s history in fashion from the 1960s to today.
Part runway show, part rock concert and part theatrical spectacular, ‘Fashion Full Stop; Decades of Australian Fashion & Music’ will launch LMFF 2011 with unprecedented splendour, worshipping and wondering at the iconic characters, colours and couture that form our fashion history.
The 50 minute long production will feature live performances from Australian talent including
GUY SEBASTIAN
MARK SEYMOUR
RUSSELL MORRIS
JOSH ABRAHAMS
OWL EYES
THE METALS
DJ AGENT 86

Designers and labels featured will include
Speedo | JAG | Bonds | Prue Acton | Jenny Bannister | Morrissey | Katie Pye | Norma Tullo | Jenny Kee | Linda Jackson | Collette Dinnigan | Romance was Born | And many more!

L'ORÉAL PARIS RUNWAY - PENINSULA, CENTRAL PIER
161 Harbour Esplanade, Docklands
Tickets
Premium Reserve $95
Reserved Seating $49

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
Presented by GRAZIA
TUESDAY MARCH 15, 6.30pm
Carla Zampatti
Leona Edmiston
Nina Maya
Rachel Gilbert
Romance Was Born
sass & bide
Tina Kalivas

L’ORÉAL PARIS RUNWAY 2
Presented by Vogue Australia
Supported by Woolmark
TUESDAY MARCH 15, 9.00pm

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:
Arnsdorf
Bassike
Dress Up
ELLERY
From Britten
Laurence Pasquier
Lui Hon
Song for the Mute

L’ORÉAL PARIS RUNWAY 3
Presented by Madison
THRUSDAY MARCH 17, 6.30pm
Arthur Galan AG
Bianca Spender
camilla and marc
Carl Kapp
Flannel
LIFEwithBIRD
Lisa Ho
Yeojin Bae

L’ORÉAL PARIS RUNWAY 4
Presented by InStyle
THURSDAY MARCH 17 8.30pm
Christine
Fernando Frisoni
Ginger and Smart
Lucette
Manning Cartell
Megan Park
Nicola Finetti
Thurley

L’ORÉAL PARIS RUNWAY 5
Presented by Harper’s BAZAAR
FRIDAY MARCH 18, 6.30pm
Aurelio Costarella
Collette Dinnigan
Dion Lee
Jayson Brunsdon
Scanlan & Theodore
Toni Maticevski
Willow

L’ORÉAL PARIS RUNWAY 6
Presented by frankie magazine
FRIDAY MARCH 18 9.00pm
Alice McCall
Alpha60
Dhini
Gorman
Karen Walker
Kate Sylvester
Limedrop
Nevenka

L’ORÉAL PARIS RUNWAY 7
Presented by Cosmopolitan
SATURDAY MARCH 19 6.30pm
Alannah Hill
Bettina Liano
Joveeba
Maurie & Eve
Talulah
Wayne Cooper
White Suede

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LMFF SIDEWALK
Presented by City of Melbourne and the Herald Sun
Main Stage, Federation Square
Corner Swanston Street and Flinders Street, Melbourne
FREE EVENT!

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
Tuesday March 15, 4.30pm

LMFF SIDEWALK – CITY CHIC
Supported by Cosmopolitan
Wednesday March 16, 12.00pm

LMFF SIDEWALK – JEANSWEST
Thursday March 17, 12.00pm

LMFF SIDEWALK – COTTON ON
Saturday March 19, 12.00pm

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LMFF TRUNK SHOW
Presented by City of Stonnington
The City of Stonnington, home to some of Melbourne's most fashionable addresses proudly presents the LMFF Trunk Show series - intimate, salon style presentations of Australian designers. Enjoy an atmosphere of exclusivity and style in distinctive venues.

LMFF TRUNK SHOW - JACK LONDON
Wednesday March 16
8.30pm
Functions on Chapel, Prahran Town Hall, 255A Chapel Street, Prahan

LMFF TRUNK SHOW - MIMCO
Friday March 18
5.00pm
Functions on Chapel, Prahran Town Hall, 255A Chapel Street, Prahan

LMFF TRUNK SHOW - READY TO WEAR
Saturday March 19
10.00am
Malvern Town Hall, Corner High Street and Glenferrie Road, Malvern
Featuring sophisticated womenswear collections from celebrated local designers and brands from accross the Stonnington precinct.
Cable Melbourne, Body by Dainy Sawatzky, John Cavill,l Lisa Barron, Lisa Taranto, Not Your Daughter's Jeans and more!

LMFF TRUNK SHOW - BRIDAL
Saturday March 19
2.00pm
Malvern Town Hall, Corner High Street and Glenferrie Road, Malvern
Featuring premium briday desginers and boutiques from High Street, Armadale - a must see for all brides to be!

Tickets $49 per show

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LMFF NATIONAL GRADUATE SHOWCASE
Presented by Sportsgirl

WEDNESDAY MARCH 16
6.30pm
Peninsula, Central Pier, Docklands

Tickets
Premium Reserve $70
Reserved Seating $35

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!
Ana Diaz
Celene Bridge
Genevieve Kulesza
Jason Hewitt
Jennifer Chua
Jennifer Nebel
Jessica O’Connor
Kate Sala
Kate Watson
Laura Anderson
Sangeeta Singh
Sarah Mok

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LMFF MENSWEAR RUNWAY
Presented by Specsavers and Peroni
Supported by GQ Australia
Thursday March 17
Festival Bar open 9.00pm
Doors open 10.00pm, Runway 10.30pm
Peninsula, Central Pier, Docklands

TICKETS
Premium Reserve $95
Reserved Seating $49

LMFF brings menswear back to the runway in 2011 with an exceptional collection of Australian and international designers.

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**RED CARPET RUNWAY: ALEX PERRY**

WEDNESDAY MARCH 16
8.30PM – 11.00PM
ROYAL EXHIBITION BUILDING
9 NICHOLSON ST, CARLTON
RESERVED SEATING $195

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.

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LMFF BUSINESS SEMINAR - PRESENTED BY THE VICTORIAN STATE GOVERNMENT, WESTFIELD AND EYE

THURSDAY MARCH 17
Doors open 8.30am
Seminar 8.50am – 4.00pm
GRAND BALLROOM, SOFITEL MELBOURNE ON COLLINS
25 COLLINS STREET, MELBOURNE

TICKETS $450.00 - NCLUDES LUNCH AND REFRESHMENTS

FOLLOWING THE BUSINESS SEMINAR, PRESENTERS AND DELEGATES ARE INVITED TO A COCKTAIL RECEPTION PRESENTED BY CHAMBORD®.
BRAND: THE ESSENCE OF BUSINESS

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.
The 2011 LMFF Business Seminar is all about branding for the future: how to create your own brand DNA, leverage brand heritage, strengthen brand loyalty and build brand equity.
This intensive and instructive day explores the future for new and established businesses, utilising a team of international big thinkers with superior and relevant business experience.

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.
Jefferson has pioneered new approaches in journalism, film, photography and digital media, collaborating with luminaries across these fields. Discovering new ways for consumers to engage with content is the cornerstone of his approach.
With 20 years of experience at the forefront of fashion media, Jefferson will discuss new media trends and challenge delegates to consider the future of magazines and how story telling is changing in this new digital media landscape.

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.
Mikael, a graduate of the Stockholm School of Economics, will speak from first hand experience about how ACNE works across disciplines in order to create its global, contemporary and progressive fashion message and, indeed, its own universe.

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.
Jörgen began his career working in one of H&M’s retail stores and held various positions with the Swedish-based retailer throughout his 25-year tenure, including Global Marketing Director and Global Buying Director of Menswear.

Jan and Jörgen will talk exclusively about how to successfully reinvent a brand as well as manage creativity and a design driven fashion business.

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HERALD SUN MARKETING BREAKFAST
FRIDAY MARCH 18
Doors open and breakfast served 7.30am
Presentations 8.00am – 9.00am
GRAND BALLROOM, SOFITEL MELBOURNE ON COLLINS
25 COLLINS STREET, MELBOURNE

TICKETS $105.00
INCLUDES BREAKFAST

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.
With a portfolio including Puma, Coca-Cola, Kraft and Droga5’s own IP, Jonny has helped lead brands towards marketing revolutions and is the recipient of the Jay Chi at Planning Grand Prix Award, as well as multiple Effies, Lions and Pencils awards. Prior to Droga5, Jonny was Group Planning Director at BBH and worked for London brand consultancy, A Vision.

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.
Karson’s portfolio includes award-winning digital strategies for major clients such as Mimco, Wittner, Walt Disney Company, AFL, Coca-Cola, Nike, and eBay. He is also on the national board of the Australian Interactive Media Industry.

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OTHER EVENTS

Tuesday March 15

KOOKAÏ RUNWAY SHOW
7.30pm Maïa, Docklands.
KOOKAÏ’s stylish, pretty and Parisian inspired designs will be showcased at a glamorous evening runway event.

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Wednesday March 16

CHADSTONE VIP SHOPPING & FASHION PARTY
9.00am – 11.00pm Chadstone - The Fashion Capital
Exclusive offers and runway shows featuring new collections from leading Australian and international designers.

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Thursday March 17

MELBOURNE’S GPO - DESIGNER FASHION PARADES
12.30pm, 1.30pm & 6.00pm
Discover Autumn/Winter inspiration with a series of vibrant catwalks at Melbourne’s GPO. Leading Australian and international designers will showcase key looks and collections in an intimate runway setting.
For more info visit melbournesgpo.com.au.

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Friday March 18

COLLINS234 BOUTIQUE GARDEN FASHION SHOWS
12pm, 12.30pm, 1pm, 1.30pm, 2pm & 5pm, 234 Collins Street, Melbourne, Free Event
Enter if you dare into the luscious Collins234 Boutique Garden to view a series of inspiring fashion shows featuring Autumn/Winter 2011 collections by the magnificent boutiques at this retail centre.
For more info visit collins234.com.au

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**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

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Tuesday, March 15
QV FASHION FUSION SHOWS
12:30pm, 1:30pm & 5:00pm QV Square – Free Event

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.
For more info visit qv.com.au.

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.
For more information, click here

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For more information, visit

www.lmff.com.au