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:: Spotlight :: 2014 Virgin Australia Melbourne Fashion Festival

By: Carmine Pascuzzi; photos courtesy of Lucas Dawson Photography

Virgin Australia has announced that it has become the Principal and Naming Rights Partner of the Melbourne Fashion Festival for the next three years. The partnership will see the event be re-branded to the ‘Virgin Australia Melbourne Fashion Festival’, including a new logo and a joint sales and marketing program, designed to increase visitor numbers to the event through the airline’s expansive domestic and international network.

The festival will be held over the month of March 2014, offering a diverse program of events to celebrate and inspire the fashion industry around Australia, from runways shows to cultural and business seminars.

Virgin Australia Chief Commercial Officer, Judith Crompton said the partnership represented a range of new opportunities for the airline, the festival and the tourism industry. “We are delighted to partner with this iconic event, which shares our values of innovation, style and our commitment to fostering emerging and established local, Australian talent. As a full-service airline, we are uniquely placed to captivate new audiences in Australia and around the world, allowing us to further support tourism in Victoria and evolve the festival on the world stage. We are working closely with the festival to come up with new and unique ways to promote the events across our channels both in the air and on the ground. We look forward to welcoming the attendees on board next year."

Melbourne Fashion Festival Chief Executive Officer, Graeme Lewsey said: “We are thrilled to be partnering with Virgin Australia, signalling the beginning of an exciting new chapter for the festival and the fashion industry. In 2013, the festival was attended by 377,000 people, the highest number in our 17 year history. This new partnership will further strengthen our tourism retail strategy, while working with one of the most innovative and inspiring brands in the world.”

The 2014 festival highlights, campaign creative and website will be revealed at the forthcoming campaign launch event on the evening of Wednesday December 4 2013.

Tickets will also be on sale to the general public from this date through Ticketek or online
Sign up to the Festival’s electronic newsletter to be the first to receive all the latest program updates and premium seating exclusives.

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**Update as at December 9, 2013**

The 2014 Virgin Australia Melbourne Fashion Festival was launched at the Docklands Film Studios. See pictures here

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**Update as at February 4, 2014**

The Virgin Australia Melbourne Fashion Festival is an annual celebration of fashion, beauty, business and creative endeavour for everyone to enjoy. A true feast for the senses, the Festival presents the most stylish week-long entertainment on offer including world-class runway shows featuring Australia's established and emerging designers, state-of-the-art production, beauty workshops, industry seminars, forums, live entertainment and much more.

The program has now been officially launched.

Highlights:

Opening Night Event - DAVID JONES COLLECTION - Monday March 17 2014, 7.00PM and 9.30PM at Peninsula, Central Pier

Runway 1 - Tuesday March 18 2014, 7.00PM at CENTRAL PIER, DOCKLANDS (BASSIKE, CHRISTOPHER ESBER, JOSH GOOT, MATICEVSKI, SCANLAN THEODORE, STRATEAS.CARLUCCI, WILLOW)

Runway 2 - Tuesday March 18 2014, 9.30PM at CENTRAL PIER, DOCKLANDS (AURELIO COSTARELLA, EASTON PEARSON, HARDWICK, KATE SYLVESTER, MEGAN PARK, RACHEL GILBERT, TRELISE COOPER, THURLEY)

The Grand Showcase featuring Camilla - Wednesday March 19 2014, 7.00PM at CENTRAL PIER, DOCKLANDS

Runway 3 - Wednesday March 19 2014, 9.30PM at CENTRAL PIER, DOCKLANDS (ALPHA60, BÙL, DOROTA, GORMAN, JOLET, KUWAII, LEONARD ST, LIVIA ARENA)

Runway 4 - Thursday March 20 2014, 7.00PM at CENTRAL PIER, DOCKLANDS (BIANCA SPENDER, CAMILLA AND MARC, GINGER & SMART, KAHLO, LIFEWITHBIRD, MICHAEL LO SORDO, YB J'AIME)

Runway 5 - Thursday March 20 2014, 9.30PM at CENTRAL PIER, DOCKLANDS (CAMEO, FINDERS KEEPERS, KEEPSAKE, JAGGAR, RODEO SHOW, TALULAH, WILD.HORSES)

Runway 6 - Friday March 21 2014, 7.00PM at CENTRAL PIER, DOCKLANDS (ALEX PERRY, ARTHUR GALAN AG, CARLA ZAMPATTI, ELLERY, LUI HON, SASS & BIDE, YEOJIN BAE)

Runway 7 - Friday March 21 2014, 9.30PM at CENTRAL PIER, DOCKLANDS (ALICE MCCALL, BEC & BRIDGE, LIMEDROP, MACGRAW, SECRET SOUTH, SHAKUHACHI)

The National Graduate Showcase - Saturday March 22 2014, 7.00PM at CENTRAL PIER, DOCKLANDS - 12 fashion graduates in a celebration of emerging Australian design talent (Finalists to be announced soon)

Independent Runway - Saturday March 22 2014, 9.30PM at CENTRAL PIER, DOCKLANDS (CHRISTINA EXIE, EMMA MULHOLLAND, GARTH COOK, KATHRYN BEKER, NEO DIA, TETTMANN.DOUST, ZHIVAGO)

FAMOUS FOR FASHION
Chapel Street Edition - Thursday March 20 2014, 8.00PM and 10.00PM at Functions on Chapel, 255A Chapel Street

Boutique Edition - Saturday March 22 2014, 12.00PM and 2.30PM at Malvern Town Hall (The Editor in Chief of The Australian Women’s Weekly, Helen McCabe, will host a decadent High Tea provided by the renowned SweetStudio, Burch and Purchese at 1.00PM)

BUSINESS SEMINAR - Thursday March 20 2014, 8.30AM - 5.00PM - GRAND BALLROOM, SOFITEL MELBOURNE ON COLLINS

MARKETING BREAKFAST - Friday March 21 2014, 7.30AM - 9.00AM - GRAND BALLROOM, SOFITEL MELBOURNE ON COLLINS

BY INVITATION ONLY - Finalists for the 2014 Tiffany & Co. National Designer Award are: BUL, CHRISTINA EXIE, HARYONO SETIADI, LIVIA ARENA, PAGEANT, and STRATEAS.CARLUCCI

All other events, exhibitions, workshops, shows and information can be found on the official website

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**2014 Tiffany & Co. National Designer Award**

The Virgin Australia Melbourne Fashion Festival (VAMFF) is thrilled to announce Tiffany & Co. as Principal Partner of the nation’s most prestigious and highly regarded award for emerging talent in fashion design. Now it is 18th year, the Tiffany & Co. National Designer Award recognises designers in their early stages of business, who excel in creative design and quality and who demonstrate potential for growth and development within the industry.

From an increasingly competitive field of entrants, six finalists have been selected to present their latest collections at an exquisite VIP presentation at this year’s Festival. The six finalists for the 2014 Tiffany & Co. National Designer Award are:
bùl (VIC), CHRISTINA EXIE (VIC), HARYONO SETIADI (NSW), Livia Arena (VIC), PAGEANT (VIC) and STRATEAS.CARLUCCI (VIC).

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**L’Oréal Paris welcomes global ambassador Eva Longoria to VAMFF**

L’Oréal Paris is delighted to welcome global ambassador Eva Longoria to Melbourne as its VIP special guest for the 2014 Virgin Australia Melbourne Fashion Festival (VAMFF) running March 17 to 23.

Longoria’s mesmerising Latin looks and charisma along with her exceptional talent, philanthropic endeavours and achievements both on and off screen make her an ideal ambassador for the L’Oréal Paris brand. During her time in the L’Oréal Paris family Longoria has walked the red carpet at countless global events with brand and is now set to celebrate Australia’s biggest fashion event in March 2014.

Longoria joined the L’Oréal Paris family in 2005. She is now one of the longest-serving members of the brand’s ‘Dream Team’ including fellow ambassadors such as Jennifer Lopez, Beyoncé Knowles, Jane Fonda, Aimee Mullins, Julianne Moore, Blake Lively, Doutzen Kroes and Australia’s own Megan Gale to name a few.

While in Melbourne, Longoria will join Australian face of L’Oréal Paris, Megan Gale, in attending selected VIP events and will be front-row for the much-anticipated Grand Showcase Runway featuring Camilla on March 19 2014.

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**Lavazza collaborates with fashion designer Michael Lo Sordo**

Lavazza will ensure fashionable Virgin Australia Melbourne Fashion Festival guests enjoy their coffee in style, thanks to a collaboration with renowned designer Michael Lo Sordo. Lo Sordo will be showcasing his latest collection during the festival, and the exclusive collaboration will see his bold hero print seen in Melbourne for the first time via the limited edition Lavazza coffee cups served onsite at Docklands and at selected cafes in Melbourne.

Lavazza Marketing Manager, Stuart Smyth said that Lo Sordo’s sophisticated and modern approach to style resonates with Lavazza. “2014 marks the sixth year Lavazza has been a proud sponsor of the Melbourne Fashion Festival and we’re thrilled to celebrate by collaborating with Michael Lo Sordo. Lavazza is committed to ensuring people have a real Italian espresso experience and during VAMFF, guests can make a statement simply by sipping coffee from the limited edition designer cups.”

The designer’s sleek silhouettes and bold digital prints won Lavazza over and his exclusively designed cups as well the stunning two-metre high hero cup will undoubtedly turn heads at the Festival.

Fast becoming one of Australia’s most prominent designers, Lo Sordo will be one to watch in 2014 and beyond. He has received consistent critical acclaim for his meticulous craftsmanship and his structured yet romantic garments have been spotted on tastemakers including Ruby Rose, Melanie Vallejo, Montana Cox, Lara Bingle, Kim Kardashian and Emma Booth.

Sydney-based Lo Sordo says he’s looking forward to revealing the project. “I’m so thrilled to be working with Lavazza on this project. Their support of the fashion industry as well as their approach to working with designers is ideal. I’m also Italian so coffee is in my blood and Lavazza has been part of my family for many years. It’s really exciting to see the print we work so hard on each season (that our customers love) looking amazing for this project.”

Lavazza has a strong relationship with Australia’s fashion industry, having previously collaborated with fashion darling LIFEwithBIRD, as well as international names such as Roberto Cavalli, Marni and Versace.

For more information on Lavazza visit here

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**Georgia May Jagger to walk for Camilla**

Leading fashion designer, Camilla Franks, is thrilled to announce international model, Georgia May Jagger, has chosen to walk the runway EXCLUSIVELY for CAMILLA at the VIRGIN AUSTRALIA MELBOURNE FASHION FESTIVAL.

“I am so happy to be returning to Australia to walk again exclusively for CAMILLA. I was introduced to the CAMILLA label last year, and had so much fun walking at CAMILLA’s Spring/Summer ’13 show. I adore Camilla’s unique style and am super excited to be part of the extended CAMILLA family again! I can’t wait to fly to Melbourne for CAMILLA and VAMFF and be part of such a creative and theatrical show!” said Georgia May Jagger.

The Camilla show will be a full scale production providing a provocative, colourful and musical feast for Melbourne Festival-goers. Designer, Camilla Franks, will work in conjunction with an incredibly talented team of creative stylists (Mark Vassallo), beauty & hair directors (Elsa Morgan, Brad Ngata), musical powerhouses (Melbourne Symphony Orchestra, Jonathan Dreyfus) and models to produce a full-scale CAMILLA theatrical experience.

The CAMILLA Grand showcase presented by AMP Shopping Centres will be a dramatic, exquisitely styled runway show with 60 exits, and models parading down a 50-metre spectacularly printed runway, that will take place at Virgin Australia Melbourne Fashion Festival (VAMFF), on Wednesday March 19 2013.

Tickets are available from $95 and are on sale to the general public through Ticketek or online at the new Festival website

For more information, visit

www.vamff.com.au