L’Oréal Melbourne Fashion Festival (LMFF)

The eight day L’Oréal Melbourne Fashion Festival (LMFF) for 2012 is just around the corner. An exciting program of must see fashion and cultural events under the direction of LMFF’s newly appointed CEO, Graeme Lewsey comes to Melbourne, Australia. The 2012 Festival is aimed at supporting industry and embracing consumers who together ensure the future of Australian fashion.

“Consumers are the new fashion authority. The 2012 campaign is level headed, tactile and does not pull on celebrity endorsement alone. It puts everyday consumers in the heart and soul of this campaign, which is geared to profile our talented designers and support our diverse retail environment. It’s your Festival and it’s for everyone to enjoy,” said Lewsey.

L’Oréal Paris Runway
The Festival prides itself on presenting the best of Australian fashion to a world stage. Renowned for dramatic style and impeccable detail, each runway presents collections from Australia’s leading designers and showcases the beauty trends of the season.

With a history of sell-out shows, the L’Oréal Paris Runway series in 2012 offers seven runways hosted by the glorious waterside venue at Central Pier, home to many Festival events and activities including the L’Oréal Paris Powder Room, the National Designer Award, the National Graduate Showcase, the all-new LMFF VIP Bar and International Media Centre.

Runway to Retail
In 2012 the Festival takes another step forward in its commitment to support Australian designers and retailers through an exciting new tool that will allow consumers to act on their retail desires following their LMFF runway experience.

In a user friendly format both online and via mobile, the development of this unique “Shop the Runway” platform will enable customers to access imagery, video and stockist information after the show and share their favourite looks across social media. Phase one of LMFF’s “Shop the Runway” tool will launch in 2012 and will continue to evolve in coming years to serve a multitude of “bricks and mortar” and online retailers.

Retail Tourism
For the first time, the Festival has taken the lead in developing a tactical “Retail Tourism” strategy. In partnership with Tourism Victoria and Virgin Australia’s Blue Holidays a suite of bespoke packages have been developed for interstate customers as part of the national “Play Melbourne” tourism initiative.

The opportunity for growth in this area and its potential economic impact to Victoria is abundant as the Festival continues to entice people to visit Melbourne to experience some of Australia’s best shopping, fashion and business events.

Cultural Program
The LMFF Cultural Program runs throughout the month of March and features a variety of free and ticketed events including fashion inspired artistic and creative installations, internationally touring exhibitions, forums, photographic works and films to inspire, engage and provoke.

Traversing Melbourne and regional Victoria the LMFF Cultural Program is a grassroots point of contact enabling everybody to explore fashion. In 2012 the program presents several highlight events including the Princess Grace: Style Icon exhibition and Windows By Design throughout Melbourne’s CBD.

Business Events Series
The business of fashion has been turned on its head by technology-empowered consumers who are fast becoming their own fashion authority. The LMFF 2012 Business Events Series, themed “Power to the People”, will bring together global and local thought leaders who see opportunity in this newly democratised marketplace.

L’Oréal Melbourne Fashion Festival tickets are available through Ticketek or online at lmff.com.au.