05 . 09 . 2012


Melbourne Spring Fashion Week is in full swing this week and AMPR is busy assisting our clients with stand out, on brand activations throughout the city.

Today, hundreds of fashion-savvy consumers witnessed the GPT group’s Melbourne Central’s first ever Progressive Runway event. The interactive fashion parade saw fresh-faced Melbourne model, Jena Hall, parade through the CBD, clad in the season’s hottest trend – bold prints and colour – arriving by tram at one of the busiest and most fashionable tram stops in town, Melbourne Central. Jena’s arrival launched the highly anticipated Melbourne Central Spring Fashion Event which took place on the escalators at Melbourne’s most central meeting place, The Corner, with seven models adorning the season’s latest trends including pastels, lace and layered geometrical patterns.

AMPR worked with Melbourne Central to ensure the Progressive Runway was an event which was engaging for consumers and media as well as on brand with Melbourne Central’s positioning.

The stunning fashion moment showcased the latest looks from Thurley, Gorman, AG Arthur Galan, Alannah Hill, Jolie & Dean, Lacoste and Calibre.

Melbourne Central will continue to celebrate MSFW this week with an array of stunning events, installations and interactive activities that will celebrate the city’s innate love of culture and fashion. Key activities AMPR is assisting with include an exclusive Monty Coles and RMIT photo exhibition which provides consumers with a rare behind the scenes look at RMIT student runways and Australian fashion history, styling workshops, beauty bars, designer appearances and daily music and food events.

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