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:: Spotlight :: 2012 Melbourne Spring Fashion Week

By: Carmine Pascuzzi

With more free events than ever and the introduction of a smart phone app, the fresh approach to Melbourne Spring Fashion Week (MSFW) is encouraging Melburnians to ‘Be inspired’ and celebrate our city as a fashion destination. In 2012 MSFW is celebrating its 18th birthday by embracing local talent, driving retail foot traffic and supporting city retailers. Four up-and-coming Melburnians have been unveiled as the new faces of MSFW.

Jake Sofo, Annaleise Smith, Emily Trimble-Thompson and Ebony Edwards will feature in the 2012 MSFW campaign. Lord Mayor Robert Doyle said each of the home-grown faces had a unique story and connection to Melbourne, and their individual style would inspire and engage a variety of fashion palettes.

The Designer Series will be fronted by chameleon beauty, Annaleise, while Emily’s charm takes centre stage at MSFW@City Square. Industry up-and-comer Ebony will appear throughout the Emerging Designer Series, and Jake will be seen in a variety of shows and events throughout the week.

The Lord Mayor said this year’s event will strengthen Melbourne’s position as Australia’s fashion capital, particularly with the introduction of Edited Melbourne, accessed through an innovative smart phone application, and a focus on digital communication to reach local, national and international audiences.

The Lord Mayor said, “At eighteen, MSFW has come of age. We know what Melbourne Spring Fashion Week contributes to the city; what it delivers and who it supports.Everything you see on the runway this year can be bought here in Melbourne. People can download a smart phone app and gain access to special offers from local retailers and find out where they can buy their favourite fashion pieces. We anticipate that this will translate directly to sales in our stores. In 2011, MSFW drew more than 100,000 people into the city, providing a significant $5million economic injection into both Melbourne’s retail and hospitality industries. Eighty per cent of the designers involved in MSFW this year are from Melbourne, and while we continue to foster the talents of the city’s up-and-coming designers, this year we are welcoming some high calibre, iconic designers and brands. This includes Arthur Galan, Scanlan & Theodore and Gwendolynne. We invite you to ‘Be Inspired’ with us, as MSFW takes us all on a journey through the ultimate in fashion, design and retail that our city has to offer.”

The State Government is a major partner of the event and will be joined by official partners Grand Hyatt Melbourne, KEVIN.MURPHY and event partner Mecca Cosmetica.

Melbourne Spring Fashion Week will take place from Monday September 3 to Sunday September 9, 2012. Tickets are now on sale here

This year MSFW will embrace Melbourne’s rising stars through the Emerging Designers Series, which seeks to harness and celebrate new talent. The series will include RMIT fourth year design students as their collections debut on the runway, while students from a variety of design schools around Melbourne will showcase their collections at an exciting student designer exhibition.

The Emerging Designer Series will also introduce MSFW attendees to the new generation of wave-makers in the Australian fashion industry – Tomorrow’s Heroes. Talented designers will showcase their designs on the runway, while eight emerging designers will present their collections at an exhibition.

Presented by the Victorian Government, the Business Series will see a selection of local and international experts explore the issues facing Melbourne’s retail, fashion and design landscape. Held over three days, the Business Series will feature key note presentations from the likes of California’s popuphood and local architect, Nick Travers.

Seminars include Provenance and the Power of a Local Brand Strategy which explores the power of location and the provenance of retail precincts, brands and products; and the Next Level of Consumer Engagement which provides visitors with insightful advice on leveraging the explosion in social, digital and interactive media.

Over seven action-packed days, City Square will play host to a series of runway shows, workshops and fashion experiences throughout the day and into the evening. The space will transform into an exciting and vibrant hub of fashion fun; where fashion knowledgeables and novices alike will enjoy a moving feast of industry favorites at the heart of MSFW.

Retailers including David Jones, Wittner, Review, Sportscraft, TS14+, Saba, Levi, Target, Decjuba, French Connection and Seed will take to the runway, showcasing their spring/summer collections.

Providing ultimate fashion inspiration, the Designer Series offers a first-hand view of upcoming Spring/Summer collections from Australia’s most revered designers. Showcasing a selection of Australia’s premier design talent and celebrating a broad style-spectrum, the series will pay homage to the eclectic, vibrant and multi-faceted identity of Melbourne city itself, showcasing collections from esteemed names such as Aurelio Costarella, Christine, Ellery, Gwendolynne, Lui Hon and Scanlan& Theodore.

Take a journey into the retail and fashion utopia that is Melbourne. Special offers available through MSFW’s Edited Melbourne and Look.Stop.Shop program allow city visitors to use the MSFW smart-phone application to engage with city retailers and turn runway admiration into retail reality. Edited Melbourne and Look.Stop.Shop are set to transform the city’s retail landscape during MSFW 2012.


**Kevin Murphy appointed Hair Director of the 2012 Melbourne Spring Fashion Week**

Internationally acclaimed session stylist, Kevin Murphy, will return to his home-town this Spring to celebrate Melbourne fashion and style as Hair Director of the 2012 Melbourne Spring Fashion Week. In his ninth year as Hair Director, Murphy’s statement styles have become a much anticipated highlight of MSFW, offering on-trend insight into the upcoming hair trends for the Spring/Summer season ahead.

Supported by his esteemed team of KEVIN.MURPHY Session.Stylists, Murphy will craft unique, fashion-forward looks in the MSFW Designer Series Shows, from September 3-9, 2012, complementing the latest designs from Australia’s leading and upcoming designers including Aurelio Costarella, Gwendolynne, ELLERY, Maticevski, Scanlan, Manning Cartell, Arthur Galan AG and Alice McCall.

“The fashions, colours and styles of Melbourne in Spring are extremely worthy of celebration. Every year I look forward to seeing what the Week will bring and it is a real honor to be a long-term partner of such an important event on Australia’s fashion calendar,” says Murphy. This year’s MSFW theme, ‘Be Inspired’ celebrates the creativity, diversity and chic Melbourne presents on the city street each day. Four Melbourne ‘Faces’, Jake, Emily, Ebony and Annaleise were this morning announced as the coveted MSFW 2012 ambassadors and will each represent different facets of the program.

So how can Melburnians get the latest KEVIN.MURPHY Spring/Summer hair looks at home? As official MSFW partner, the KEVIN.MURPHY team will be hosting a series of free workshops on the City Square runway, demonstrating how to expertly recreate Murphy’s signature looks and achieve easy, fashionable and runway ready hair every day.

MSFW-goers are also invited to pop into the City Square KEVIN.MURPHY STYLE.BAR, offering free expert styling tips and touch ups throughout the week.

Wednesday September 5 – Sunday September 9

Wednesday 5.40pm: Breaking Waves. Learn how to create effortless texture for day that you can glam up for night.
Friday 2pm: Stitch Me Up. Say goodbye to pins forever! Learn how to sew your hair up like a pro.
Sunday 2pm: Make Me Racey. With or without a hat, we will show you how to stand out from the crowd this race season.

MSFW DESIGNER SERIES at Melbourne Town Hall
Tuesday September 4 – Saturday September 8
Two shows nightly - 7.00pm and 9.00pm
Tickets: $35 reserved seating or $25 general admission


**Some Program Highlights**


Tuesday September 4 2012, 7pm to 8pm, 9pm to 10pm
Celebrating exquisite design, the Designer Series Runway 1 features collections from some of our nation’s most revered designers.
Aurelio Costarella, Christine, Ellery, Gwendolynne, Lui Hon, Toni Maticevski, Michael Lo Sordo, Scanlan & Theodore


Wednesday September 5 2012, 7pm to 8pm, 9pm to 10pm
Inspired design graces the catwalk in Designer Series Runway 2, featuring fresh seasonal directions to tantalise your fashion tastebuds.
Above, Alice Euphemia, Arthur Galan AG, Carly Hunter, LIFEwithBIRD, Jayson Brunsdon, Manning Cartell, Thurley


Friday September 7 2012, 7pm to 8pm, 9pm to 10pm
A contemporary and urban palette in Designer Series Runway 3 pays homage to the eclectic and multifaceted identity of Melbourne and Australian design.
Fat, Friend of Mine, FROM BRITTEN P/L, Leopold, Limedrop, Nobody, Strateas Carlucci, White Suede


Saturday September 8 2012, 7pm to 8pm, 9pm to 10pm
Designer Series Runway 4 satisfies the most discerning fashion elite, celebrating the diversity of the so-hot-right-now spring/summer season.
Alice McCall, Alpha60, bul, Dress Up, Gorman, Kuwaii, Megan Park, Obus, We Are Handsome



Thursday September 6 2012, 6:30pm to 8pm
Look into the fashion-future as the MSFW RMIT Student Runway unveils collections from the next generation of industry wave-makers. Be inspired by the work of some of RMIT’s top fourth-year fashion design students, as you watch their creative pieces culminating four years of passionate dedication come to life on the runway.

The students themselves will be sitting front-row for their debut shows, watching as their highly anticipated collections are unveiled to the Australian and International fashion industry and media. Don’t miss this opportunity to witness the uncensored, cutting edge designs from one of Australia's most highly respected industry educators.

September 3, 2012; Noon - 12:30pm, 1pm - 1:30pm

Don't miss the spectacular MSFW@City Square opening runway shows from one of Australia's leading retailer David Jones, showcasing fashion and trends for the Spring Racing season.

David Jones Ambassadors will host “Runway to Raceday” parades where you will be inspired by the latest trends and trackside glamour. See the latest fashion ensembles, complimented by key millinery and accessory trends offering you everything you need to make your fashion-mark at this year’s Spring Racing Carnival.

David Jones is home to some of Australia’s most talented designers and milliners, and is the ultimate destination for all of your Spring Racing fashion.

September 4, 2012; Noon - 12:30pm, 1pm - 1:30pm

September 5, 2012; Noon - 12:30pm, 1pm - 1:30pm

September 6, 2012; Noon - 12:30pm, 1pm - 1:30pm

September 6, 2012; 5:30pm - 6pm, 6:30pm - 7pm

September 7, 2012; Noon - 12:30pm, 1pm - 1:30pm

September 7, 2012; 5:30pm - 6pm, 6:30pm - 7pm

September 8, 2012; Noon - 12:30pm, 1pm - 1:30pm

September 9, 2012; Noon - 12:30pm, 1pm - 1:30pm


Wittner, one of Australia’s most iconic footwear designers and retailers, is celebrating their 100th birthday this spring. To commemorate this impressive milestone, MSFW is proud to offer you a retrospective look at Wittner’s rich 100-year history. The foyer of the Grand Hyatt Melbourne provides the perfect setting to tell the story of the Wittner family, their stores and their shoes, across the century.

Follow the life of this important Melbourne brand, and marvel at a selection of their exquisite limited-edition centenary collection shoes, each style featuring 100 or more dazzling Swarovski crystals.

September 1-9, 2012
Monday: 7am - midnight
Tuesday: 7am - midnight
Wednesday: 7am - midnight
Thursday: 7am - midnight
Friday: 7am - midnight
Saturday: 7am - midnight
Sunday: 7am - midnight

Grand Hyatt is at 123 Collins Street, Melbourne

September 5, 2012; 7pm - till late

Collection 3056 is a fashion event showcasing independent designers.

Highlighting the vibrant independent fashion scene in Brunswick, the show features designs by eight designers: Ella, A Name is a Label, Jack of Diamonds, Lhords, Hand Hook Yarn, Anna Cat, New Model Beauty Queen and Neisha.

The eight designers come together to present their collections in a runway extravaganza set against a backdrop of work by celebrated electronic drawing artist, Kellie O’Dempsey.

This is a not to be missed event: stay on for the Collection 3056 After Party complete with rooftop bar.

September 5, 2012; 7pm - 10pm

Possibly Australia’s youngest fashion designer, 15–year–old Andy Truong showcases his collections for the first time during the coveted Melbourne Spring Fashion Week.

Already known by boutiques, the fresh young designer's LOOK.STOP.SHOP event, supported by MSFW, will be Truong's first ever fashion show.

The official after party kicks off straight after the show at Melbourne’s largest outdoor garden venue, Trunk Town, with a cash bar and canapés.

SPRING FASHION LUNCH - Presented by Victoria Racing Club
September 6, 2012; Noon to 3.00pm
Atrium, 448 Epsom Road, Flemington 3031

Spring Fashion Lunch will see over 700 fashionable guests descend upon Flemington for an afternoon of the latest Spring Racewear collection by Myer, live entertainment, a beautiful two-course lunch and a gift for each guest.

September 8, 2012; 11am - 6pm at Flemington racecourse

With the Melbourne Cup Carnival fast approaching, it's time to reacquaint yourself with hats, heels and horses when spring racing returns in style. Enjoy a glamorous day at the races in ‘Paris Lane’, the perfect destination to indulge in the latest seasons fashion in the retail village, treat yourself to delicious hospitality or relax and enjoy the live entertainment.

Located above the horse stalls, overlooking the pre-parade ring and the racecourse, ‘Paris Lane’ is a free precinct for everyone to enjoy.


**Melbourne Central celebrates Melbourne Spring Fashion Week**

As spring styles, colours and hem lines prepare to hit the boutiques, fashion magazines and blogs, Melbourne Central will begin to blossom celebrating colour, movement and endless style throughout this year¡¦s Melbourne Spring Fashion Week (MSFW). Melbourne Central will host an array of stunning events, installations and interactive activities that will celebrate the city¡¦s culture launch the bright trends of Spring and provide a hub of activity for stylistas longing for more action between the MSFW main events.

Key activities include a progressive and interactive runway show, styling workshops, beauty bars, designer appearances and daily music and food events, to name a few.

What: Melbourne Central¡¦s MSFW Celebrations
When: Monday September 3rd - Sunday September 9th, 2012
Where: Melbourne Central ¡V cnr Lonsdale & Swanston Streets

Exclusive One Day Events
Cupcake Central¡¦s High Tea - Dining Hall, Monday September 3 at 11.00am. Bring your friends to Cupcake Central to enjoy a fashionable high tea with a twist, complete with sandwiches, macaroons, petite treats and of course cupcakes!

Gorgeous Cosmetics Lash Bar - Level 2, Tuesday September 4 from 12.00-4.00pm
The hottest accessory for Spring is dramatically long lashes! Gorgeous Cosmetics treat fashion forward ladies with an application of their famous eyelashes, guaranteed to make you feel Gorgeous!

Progressive Runway Show - The Corner ¡V Melbourne Central, Wednesday September 5 at 11.00am
Watch Melbourne¡¦s fashion in action, as iconic brands take a journey through the city, from the tram to the catwalk. Starting at City Square, this moving runway parade will move through Melbourne arriving at Melbourne¡¦s newest fashion precinct, The Corner.

The Fashion Stylista¡¦s Wearable Workshops - Level 2, Thursday 6 September 11am
Master the key trends for Spring in a how-to session with stylist and fashion blogger Georgie Campbell. Pick up expert tips on colour blocking, tuxedo dressing and mastering pastels and bold prints.

Express Beauty Bar - Level 2, Friday September 7 from 5pm-9pm
The experts in hair and beauty will treat shoppers at the express beauty bar with speedy makeovers and industry tips to achieving the latest hair and beauty trends.

Thurley Designer Appearance - Thurley store, Level 2; Friday September 7 from 5.00-7.00pm
Join Thurley designer, Helen O¡¦Connor, in store for an intimate evening and a glass of sparkling, viewing the Thurley MSFW runway screening and discuss the inspiration behind the Spring collection.


**Photos from Opening Night**

The Opening Night to Melbourne Spring Fashion Week 2012 occurred at the Melbourne Town Hall.
See photos from the Red Carpet Arrivals here


**Andy Truong collection show**

All can be viewed here


**Spring Fashion Lunch at Flemington**

Report and pictures can be viewed here


**Catherine Manuell Design collection launch**

Report and pictures can be viewed here


**City Square Runway - Wittner shoes**

Report and pictures can be viewed here


**Made in Melbourne**

Report and pictures can be viewed here


**Melbourne Central’s Progressive Runway**

The GPT Group’s Melbourne Central celebrated MSFW by welcoming the bright Spring trends with a Melbourne first, a Progressive Runway: Spring Review. Melbourne’s fashion took a journey through the city in true Melbourne style, by tram, arriving at one of the busiest and most fashionable tram stops: Melbourne Central.

Seven Melbourne models bloomed in Spring colours showcasing fresh trends for the new season, making their way to the city’s most central meeting place, The Corner. Here they created a stunning fashion moment featuring the latest looks from Thurley, Gorman, AG Arthur Galan, Alannah Hill, Jolie & Deen, Lacoste and Calibre.

Hero model, Jena Hall of Giant Management, who has recently appeared in the David Jones Camilla and Marc Runway and a 2012 Sportsgirl campaign, made her way through the city from the new Hamer Hall, ending at Melbourne Central’s Corner for a final crescendo of colours and shapes celebrating Spring.