20 . 03 . 2017


Now in it’s 21st year, the Virgin Australia Melbourne Fashion Festival presented the longest festival to date, hosting an impressive 19 days of fashion and cementing Melbourne as Australia’s premier Fashion destination.
Spanning over three style packed weekends, the 2017 program encompassed three major pillars; Fashion, Arts and Ideas, further affirming the Festival’s position as one of the world’s largest and most respected consumer fashion events. 
The Gala Runway, presented by David Jones and supported by Vogue Australia, kick started the world class runway schedule at the Royal Exhibition Building with the the largest line up of Australian and International designers, while the Virgin Australia Grand Showcase, supported by marie claire, honoured the extraordinary talents of Camilla and Marc.
With VAMFF now comfortably settled into its iconic home, The Royal Exhibition Building and Melbourne Museum Precinct, this year’s Plaza space came alive with exciting new activations. Supported by the City of Melbourne, The Plaza was the place to be snapped by street style photographers. The Festival’s immersive outdoor hub hummed with activity and excitement each evening of Premium Runway week. Attendees made the most of the Melbourne’s unseasonably warm autumn weather enjoying activations hosted by VAMFF partners including Asahi and Chadstone.
The Festival’s ideas program and business events featured international keynote speakers Alexander Elicha and Nicolas Dreyfus of The Kooples, Luca Alessi, designer and entrepreneur Cynthia Rowley and Adidas Originals Director of Collaborations Rachel Muscat.
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133804_vamff opening photos by Lucas Dawson (58 of 93)_4786x3192

03 . 03 . 2017


The official Virgin Australia Melbourne Fashion Festival launched at Government House, Melbourne on 1st March 2017. Her Excellency the Honourable Linda Dessau AC Governor alongside Festival CEO Graeme Lewsey and Festival Chairman, Laura Anderson welcomed the beginning of VAMFF 2017 alongside special guests Australian actress Bella Heathcote, David Jones Ambassador Jess Gomes, VIP guests Olympia Valance and Jodi Gordon, industry guests, fashion designers and Festival advocates for a celebration marking the beginning of what will be a Festival packed full of fashion, excitement  and diversity.

The Virgin Australia Melbourne Fashion festival will run from 1-19 March 2017.   

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03 . 03 . 2017


The Virgin Australia Melbourne Fashion Festival for 2017 has begun. See below our top 5 events that you simply cannot miss!

1. Gala Runway Presented by David Jones Tuesday 14th March, 7:30pm

The largest line-up of designers on the runway can be found at the Gala Runway Presented by David Jones. See striking and fashion forward collections from designers including Camilla, Christopher Esber, Bassike, Bec & Bridge, Camilla and Marc, Jac + Jack, KITX, Jack London, Manning Cartell, macgraw, Scanlan Theodore and Viktoria and Woods. Make sure you have plenty of time before and after the Gala Runway to check out the first day of The Plaza. Eat, drink and play amongst pop up’s from some of our favourite producers including Ashahi, Lavazza and Chandon and experience the Westfield Photo Oasis amongst the likes of fashion designers, bloggers and celebrities. This is an event not to miss! Tickets are available at 

2. Fashion Weekend in Stonnington 4-5th March 

Experience the Festivals first ever Fashion Weekend with City of Stonnington playing host to a jam packed weekend of fashion. Fall head over heels for the latest trends presented by the very best retailers from Chapel St, High St and Toorak Rd followed by high tea at the Malvern Town hall for the perfect energy boost to keep you energised for the rest of the weekend. The most delectable treats will be provided by Peter Rowland catering in what will be in incredibly elegant affair. Tickets available at

3. Virgin Australia Grand Showcase Thursday 16th March, 9pm

This years Virgin Australia Grand Showcase celebrates the success of brother-sister duo Camilla and Marc Freeman and their Australian Brand, Camilla and Marc. This runway celebrates the extraordinary talent of Australia’s most successful and globally recognised designers. Camilla and Marc presents effortless, contemporary designs which are elegant and an absolute standout in the Australian luxury womenswear market. Tickets are still available to this special event at

4. GQ Menswear Runway Friday 17th March, 9pm 

 Australian mens fashion is growing in leaps and bounds! Experience contemporary, colourful and creative designer in the largest menswear runway in the history of the Festival. Rub shoulders with bloggers, designers and celebrities at the GQ Menswear After Party at Spice Market with free entry and a complimentary Asahi Super Dry for all Menswear Runway ticket holders. Tickets can be purchased at

5. National Graduate Showcase Sunday 19th March, 7:30pm 

Fashion does not get fresher than this! Witness runways presented by a select few of the very best graduates selected from hundreds of eager and talented applicants. The debut of graduate collections on a world-class stage is an event that doesn’t come around often. Watch the dreams of emerging designers unfold in what could be the beginning of  globally successful fashion labels. Tickets on sale from $59 and are available at 


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SYDNEY, AUSTRALIA - FEBRUARY 01:  Karlie Kloss showcases designs by Rachel Gilbert during rehearsal ahead of the David Jones Autumn/Winter 2016 Fashion Launch at St Mary's Cathedral on February 1, 2017 in Sydney, Australia.  (Photo by Mark Nolan/Getty Images for David Jones) *** Local Caption *** Karlie Kloss

30 . 01 . 2017


On Saturday 29 January, David Jones launched their much-anticipated AW17 collection, ‘Live Outside the Seasons’. American supermodel Karlie Kloss headlined the campaign, which was held outside the stunning St Mary’s Cathedral Sydney at dusk.

The show opened with two short films directed by London-based Ujin Lin, starring Kloss and showcasing the temperamental Australian climate.

A transparent marquee encompassed the runway, whilst the Autumn winter mood was set, with mother nature turning on the rain. Models showcased the impressive stable of brands available at David Jones, including Perth born beauty Bridget Malcolm. Ambassadors Jesinta Franklin, Jessica Gomes and Jason Dundas also braved the runway sporting the must-have season pieces.

The rain didn’t stop the stars from walking the red carpet, with notable guests Lara Worthington, Pia Miller and Elizabeth Debicki attending alongside influential media and fashion bloggers.

David Jones proved that floral isn’t always synonymous with spring; Zimmerman, Lover and Camilla & Marc all incorporated loud and playful floral prints with clashing hues. Fire engine red was also proving to be a winner, with Ellery, Dion Lee and Romance Was Born brightening up the darker nights to come.

AMPR is delighted to have contributed to the outstanding success of the AW17 launch of Australia’s most loved retailer.

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Somersby Polo in the City_Polo in the City_photographer Daniele Massacci...[3]

12 . 12 . 2016


AMPR was thrilled to work with Asahi Premium Beverages for the highly anticipated debut of the Somersby Polo Lounge at the Polo in the City as a part of the national Urban Polo series. It was the first time Australia’s number one selling cider Somersby secured the naming rights sponsorship of the Polo Lounge, which ran nationally in Sydney, Brisbane, Melbourne, Perth and Adelaide.

The lounge played host to a number of special guests including Miss Universe Australia 2015 Monika Radulovic, Nadia Fairfax, Ksenija Lukich, Scherri Lee Biggs, Port Adelaide star Robbie Gray,  The Bachelor 2016 winner Alex Nation, and The Bachelorette 2016 contestants Courtney Dober, Cameron Cranley and Sam Johnston.

It was all about the cider this year with an array of Somersby’s delicious signature cocktail jugs featuring Apple, Pear and Blackberry to choose from whilst watching all the action of the Polo from the best seats in the house.

Within the lounge guests shared fun moments with friends playing lawn games including giant jenga and coits and taking part in the annual polo activities such as stomping the divots and watching fashions on the field.

Providing the finest in entertainment, hospitality and style, the 2016 Somersby Polo Lounge was truly an unmissable event.

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SYDNEY, AUSTRALIA - AUGUST 03:  Jessica Gomes showcases designs by Zimmerman on the runway at the David Jones Spring/Summer 2016 Fashion Launch at Fox Studios on August 3, 2016 in Sydney, Australia.  (Photo by Mark Nolan/Getty Images for David Jones) *** Local Caption *** Jessica Gomes

24 . 08 . 2016


AMPR are incredibly proud to contribute to the success of Australia’s most loved retailer David Jones for the intricate delivery of the Spring Summer 16 Collections Launch.  The VIP event this year was held on Wednesday 3 August at Sydney’s Fox Studios on a NY inspired runway. 

AMPR worked closely with Melbourne media and influencers to generate pre and post event publicity within the market, inspiring consumers to visit in store to get their hands on the season’s hottest labels.

The must-attend event secured a star studded guest list comprising of Australia’s most influential fashion and media personnel. Notable guests were Foreign Minister The Hon Julie Bishop and partner David Panton, Rachael Griffiths, Xavier Samuel, Isabella Manfredi, Anna Bamford, Tom and Hoda Waterhouse, Guy Sebastian and wife Jules, Lisa Wilkinson and Carissa Walford. 

David Jones ambassadors Jessica Gomes, Jesinta Campbell and Jason Dundas led the way sporting staple pieces from the Spring Summer collections alongside Montana Cox and special guest and Aussie beauty Gemma Ward. Guests were treated to a fresh new energy and exciting campaign titled ‘One Name: Endless Possibilities’ that showcased the latest looks from designers such as Dion Lee, Camilla and Marc, Romance Was Born, Zimmermann and Manning Cartell.

For more spring fashion inspo, read the runway wrap-up here.

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Sussan SS16

19 . 08 . 2016


To celebrate the launch of the Sussan SS16 collection launch, AMPR hosted an intimate lunch event for key Sydney and Melbourne media and influencers at The Butler in Potts Point, Sydney. 
Sussan showcased the latest August collection items, along with a snapshot of key pieces from the upcoming September and October range. The event styling was very well fitted to the overall spring theme, with beautiful floral statement installations carefully crafted along the bar and staircase of the venue. 
The event attracted widespread media interest and continued to help nurture Sussan’s new brand philosophy amongst Australia’s top-tiered fashion media and digital influencers. Notable media attendees included ELLE, The Huffington Post, Herald Sun, The Sydney Morning Herald, InStyle, Marie Claire, Australian Women’s Weekly, Ragtrader and more.  
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27 . 05 . 2016


To celebrate the launch of Body Bliss by Bras N Things, AMPR invited Sydney media and influencers to a beautiful lunch at Chiswick in Woollahra, hosted by campaign faces Tahnee Atkinon, Sam Harris, Nat Roser and Bianca Cheah.

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07 . 04 . 2016


AMPR supported Sussan on the launch of its new brand philosophy with an intimate media event and PR campaign to introduce the new season range and direction.

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