Lord Mayor Robert Doyle yesterday announced Vogue Australia is partnering with the City of Melbourne for the 21st instalment of Melbourne Spring Fashion Week (MSFW).
International model and 2015 MSFW Ambassador Ashley Hart joined the Lord Mayor to announce that Vogue Fashion’s Night Out (VFNO) will come to Melbourne for the first time as part of MSFW’s opening weekend shopping event, MSFW: Shop the City.
The Lord Mayor said the partnership comes at a significant time for MSFW, which delivers more than 200 fashion events in the city from August 28 to September 4 and provides fantastic exposure for emerging and established designers, students, models and retail brands.
“What better way to celebrate Melbourne Spring Fashion Week’s 21st birthday than with an exciting partnership with Vogue Australia, for Vogue Fashion’s Night Out and our Ambassador: Melbourne’s own Ashley Hart?” said the Lord Mayor.
“Last year MSFW contributed more than $4 million to Melbourne’s economy and with on board this year, we’re confident this success will be exceeded in 2015.”
VFNO’s debut at MSFW: Shop the City on August 28 marks the iconic, international shopping event’s first stop in a circuit of 27 cities around the world. VFNO will officially kick off MSFW with a presentation by Edwina McCann and the Vogue Australia team in Bourke St Mall. MSFW: Shop the City will then go on to feature MSFW’s free Little Bourke St Runway on Friday night, presented with Emporium Melbourne.
Following the success of last year’s inaugural MSFW shopping night, MSFW: Shop the City will extend to an entire weekend, activating Melbourne’s retail precincts with exclusive retail offers and shopping experiences from August 28–30.
Chair of Marketing Melbourne Councillor Beverley Pinder-Mortimer said MSFW strengthens Melbourne’s status as the fashion capital of Australia.
“Melbourne has a global reputation as an innovative fashion and retail destination. MSFW amplifies this with a unique program of fashion, shopping, entertainment and superb hospitality experiences,” said Cr Pinder-Mortimer.
Other highlights of the MSFW program include:
The MSFW: Hub, free at City Square, provides day and night entertainment, runways and brand experiences from Sunday August 30 to Friday September 4.
MSFW: Designer transforms in 2015 to a new program of one-off runway shows held over four evenings at the iconic Melbourne Town Hall from Tuesday September 1 to Friday September 4.
The MSFW: Emerging program fosters and supports Melbourne’s up-and-coming fashion designers by providing them with industry exposure, learning and profiling opportunities. Featuring the Emerging Designer Market at MSFW: Hub from 10am, the program concludes with two innovative student runways at Town Hall by Melbourne’s leading design schools on Sunday August 30.
MSFW: Mr is a dynamic program of activities, live entertainment and runways featuring designer and ready-to-wear men’s looks on Thursday September 3. For the first time, MSFW: Mr will extend to Town Hall’s MSFW: Designer series, with a dedicated menswear- only show at 8:30pm.
MSFW: Curated is a collision of exhibitions and runways, parties and workshops, with a program of more than 160 diverse events held in various CBD locations.
MSFW collaborates with the Victorian Government through Creative Victoria in 2015 to bring the inaugural Creative Collective to Melbourne as a part of MSFW: Industry. The Creative Collective is a free week-long exhibition and marketplace open to the public, as well as a series of workshops and presentations for emerging retailers and designers by Melbourne’s esteemed industry leaders.