Melbourne fashion festival 2010

2010 L’Oréal Melbourne Fashion Festival, which launches March 14th, is the biggest consumer fashion event in the world, and NZ will be following suit with a similar consumer-targeted event to excite the public about fashion  - and spending...

The eight days of activity showcasing the best in design, culture and fashion is in its 14th year in Melbourne but such an event would be a first for New Zealand, which up until now has always had trade-oriented events at NZ Fashion Week in September (previously October) showcasing the following winter season. The fashion festivals by contrast are now only aimed at customers rather than media and buyers, but are "in-season" meaning what's available instore now.

Renowned for its role in launching the autumn winter collections of Australia and New Zealand’s leading designers and consumer brands to a fashion loving community, LMFF remains unique in delivering runway shows and must see fashion and cultural events to the public, not just to fashion’s inner circle.

“While most global fashion events limit access to media, celebrities and the industry, LMFF invites the public to enter into the magic of fashion,” says Webster.

In 2010, the stellar line up of designers includes: Zambesi, Collette Dinnigan, Toni Maticevski, sass & bide, Aurelio Costarello, Thurley, Romance was Born, Yeojin Bae, ANT!PODIUM, Martin Grant, Scanlan & Theodore and many, many more.

In addition, the Zambesi Retrospective Installation will be a highlight of the Festival week. Taking place at Zambesi’s amazing boutique at 167 Flinders Lane, Melbourne the retrospective installation will celebrate 30 years of fashion and include garments that span the three decades of Zambesi. It is the first time the collection has been shown outside NZ.

Other points of interest are:

AMBASSADORS: Miriam and Olivia Nervo are the Festival Ambassadors in 2010. The multi-talented duo are classically trained musicians, who have worked as professional models and are now songwriters and producer DJ's. The Melbourne born twins will appear as Festival Ambassadors throughout the eight days of LMFF, promoting the Festival’s world-class fashion, runways and events.

BUSINESS SEMINAR GUESTS:

Sarah Curran, Founder & CEO, my-wardrobe.com (UK)

Sojin Lee, Co-Founder, FASHIONAIR.COM (UK)

Christian Blanckaert, Former Chairman and CEO of Hermès Sellier, Consultant (FRANCE)

Francisco Costa, Women’s Creative Director, Calvin Klein Collection and Malcolm Carfrae, Executive Vice President, Global Communications, Calvin Klein Inc. (USA)

Paul Bennett, Managing Partner, Europe and Chief Creative Officer, IDEO (UK)

DESIGNER FORUM:

Michael Angel, Designer (huge in New York) ,

Tony Glenville, International journalist, consultant and forecaster (UK)

Linlee Allen commentator and artist (UK/USA)

FACTS & FIGURES:

· The direct impact of LMFF 09 on the Australian economy is estimated at $69.9 million. The total impact on the Australian economy after allowing for flow-on impacts of expenditures is estimated at $88.1 million.*

· Over 371,000 attendees participated in Festival sanctioned events

· Over 1900 attendees at LMFF’s business events

· Over 300 fashion brands and designers participated in Festival aligned activities

· Over $60 million in national media coverage with number of ‘items’ and reach to people or the opportunity to see or hear media increasing by 53.5% on 2008

· 109 national and international media outlets promoted LMFF

· 176 journalists representing interstate and international media outlets attended the 2009 Festival