L'Oreal Melbourne Fashion Festival 2013

27 . 03 . 2013


The 2013 L’Oréal Melbourne Fashion Festival held at Central Pier, Docklands from March 18-24, was the biggest and best yet and we are very proud to have been a part of such an influential fashion, beauty and business event.

Alongside a dedicated Festival team, we worked in the lead up to launch the official program, highlight the Cultural Program events and introduce an unparalleled line up of international and local designers.

The celebrated Program was briefed to key media and special guests at Melbourne’s picturesque Trocadero restaurant on February 4, where London based designer and print-extraordinaire Mary Katrantzou was announced as the Festival’s international guest. Models including David Jones Ambassador Samantha Harris were on hand to provide a sneak preview of Mary Katrantzou designs to be seen on the runway.

The L’Oréal Melbourne Fashion Festival Cultural Program was launched on March 4 with the unveiling of retail windows participating in Windows by Design, presented by City of Melbourne and Dulux. Guests were treated to the delights of Ombra as well as a walking tour of the city’s windows, lead by the Dulux dog and Graeme Lewsey, LMFF CEO. The Cultural Program enthralled Melbourne and rural Victoria throughout the month of March in over 90 fashion, design and art events.

To kick off Festival week, we worked with L’Oréal Paris on the inaugural L’Oréal Paris Luncheon where VIP guests enjoyed a fantastic meal and the delightful hosting duties of L’Oréal Ambassador Megan Gale. Megan introduced fellow ambassador and Victoria’s Secret model Barbara Palvin to the room, a special L’Oréal Paris guest in Melbourne for the first time for LMFF. Barbara proved to be the toast of the Festival with a great sense of humor and a zest for fashion.

The next evening saw the Opening Event presented by David Jones and supported Vogue Australia where Samantha Harris, Jessica Gomes and Montana Cox lead a parade of stunning models in Mary Katrantzou and leading David Jones Autumn Winter Collections to over 1400 ticketholders and fashion elite.

The week continued with seven L’Oréal Paris Runways and striking looks from designers such as sass & bide, Alannah Hill, Hardwick, Ellery, Gorman, Maticevski and many more. The looks came down the runway to a sensational lighting show and powerful mixes from experienced runway DJ Jonny Seymour, getting the party started. Guests continued the celebrations at the L’Oréal Paris VIP Bar, Woolshed and Alumbra.

What a week! Thank you to everyone who supported and participated in this year’s highly successful event and we look forward to working with you again in 2014.

Congratulations to Laura Anderson, Graeme Lewsey and the L’Oréal Melbourne Fashion Festival team for continuing to, year after year, present a world-class Fashion Festival!

Be sure to check out the LMFF gallery to get snapshots from other Festival highlights including the Sportsgirl National Graduate Showcase, Red Carpet Runway presented by Harper’s BAZAAR Brides and Independent Runway, which closed this year’s event.

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