> L'Oréal Melbourne Fashion Festival Blog

This year’s Business Seminar welcomed some of the world’s most influential creative thinkers from the world of branding. Leading global trend forecasting and analysis company, WGSN.com were on hand to capture and summarise the key trends discussed throughout the day which, if you are already a WGSN subscribing customer, is now available on their website www.wgsn.com along with LMFF’s Fashion Industry Forum: Retail Detail report. If you are not a current subscriber you can get your sneak peak below and, exclusively for LMFF readers, download a full copy of the report at the end of this post.

Pictured: Graeme Fidler of Bally

This year’s L’Oréal Melbourne Fashion Festival Business Seminar shone the spotlight on branding’s role in business, with brand equity , leverage and establishing a unique selling point all noted as crucial factors. The seminar, titled Brand: The Essence of Business, saw presentations from Acne Studios’ executive chairman Mikael Schiller, Esprit’s creative and business executives Jan Nord and Jorgen Andersson, the Dazed Group’s founder and editorial director Jefferson Hack, and Graeme Fidler, co-creative director of Bally.

Pictured: Jefferson Hack of Dazed Group

Host Robyn Holt, former editor-in-chief of Australian Vogue Living, brought branding’s role into focus by saying that as a result of the global financial crisis, consumers had become accustomed to discount sales and were reluctant to pay full price.  “Customers are intent on saving at levels we haven’t seen for a decade,” she said. “In today’s tough climate, how do you attract people to your brand and keep them there?”

Pictured: Mikael Schiller of ACNE

The vital importance of creative freedom – the heart of a distinctive brand – resonated throughout the seminar, and Acne’s Schiller said that despite the company having a raft of high-powered specialists, it has ignored one area considered by many as essential for a profitable business. “We have no one who does strategic marketing,” he said. “Our approach is very intuitive. It’s not about marketing. It’s about creating great things.”

To download the full report for FREE from WGSN.com simply register your details HERE, and access all the key insights. Visit WGSN and download now. 

A wrap up of festival frivolity by the office intern, Julia Mihai.

Fashion Weekend at LMFF presented by Shop Til You Drop provided us with three whole days of shopping the designer sales at Central Pier. With our brand new wardrobe we were ready to take on the LMFF Trunk Show-Ready to Wear presented by City of Stonnington.

Effortlessly classy  in Not Your Daughter’s Jeans

LMFF Sidewalk-Cotton On presented by City of Melbourne and The Herald Sun was frothy fun with feathers, paper mache sea creatures and sequin masks adding dress up party excitement to each outfit.

Saccharine sweet in Cotton On

There was romance in the air at the LMFF Trunk Show-Bridal presented by City of Stonnington. Women in the crowd were prepared to propose to themselves if it meant being able to don one of these creations for even an afternoon.

‘I do’ in Judith Valente

L’Oreal Paris Runway 7 presented by Cosmopolitan had designs by Alannah Hill, Bettina Liano, Joveeba, Maurie and Eve, Tallulah, Wayne Cooper and White Suede sharing the limelight with lots of playful ensembles.

From garden to dress garnishing, floral by Alannah Hill.

A goddess in Wayne Cooper

LMFF Offsite Runways 1 and 2 supported by Yen were a festival first, a perfect way to close the festival with something completely new and original. Located at the Penthouse Mouse at Shed 4, Docklands designs by Alexi Freeman, Jolet, Leonard Street, Livia Arena, One Fell Swoop, Metias, Thanh, above, Arj Selvam, Extinct, House of Baulch, Kuwaii and Trimapee. The Penthouse Mouse Bar was open before, between and after the Offsite Runways. It was fitted out with a band and neon signage, a fitting backdrop to allow all to loosen their ties and toast the week that was.

Fit to shimmy, shimmering in Alexi Freeman

A silver sensation, House of Baulch.

A wrap up of festival frivolity by the office intern, Julia Mihai.

At The Herald Sun Marketing Breakfast Jonny Bauer (head of strategy, Droga 5) and Karson Stimson (founder and director, We are Digital) shed light on the theme of ‘navigating the world of digital marketing.’

Jonny Bauer

marie claire and L’Oreal Paris Beauty Workshop number two allowed for a greater number of beauties to be able to take home quality make up tips, becoming an instant expert after the session by L’Oréal Paris Make-Up Director Rae Morris and marie claire Beauty Director Emily Taylor.

Creating an artful visage

LMFF Trunk Show-Mimco had the audience hypnotized by glam accessories. Gorgeous shoes to inspire a strut in every woman on and off the runway were featured as were decadent leather bags and all manner of sparkling rings, earrings, necklaces and bracelets. After this show, we all just wanted to bathe in jewels.

Accessories galore in Mimco

L’Oreal Paris Runway 5 presented by Harper’s Bazaar shone the spotlight on Aurelio Costarella, Collette Dinnigan, Dion Lee, Jayson Brunsdon, Scanlan and Theodore, Toni Maticevski and Willow. This show was full of contemporary classic designs, investment purchases to buy now and love forever.

Free and flowing in Toni Maticevski

Sheer plus draping equaling a fierce look by Willow.

Designs by Alice McCall, Alpha60, Dhini, Gorman, Karen Walker, Kate Sylvester, Limedrop, Nevenka were featured on the L’Oreal Paris Runway 6 presented by Frankie Magazine, a colourful and ultra creative show.

Brights by Karen Walker

Quirky in Gorman

A wrap up of festival frivolity by the office intern, Julia Mihai.

Thursday was the day for intellectual and creative stimulation with the LMFF Business Seminar.

Jefferson Hack

The event was hosted by Robyn Holt (publishing executive and global fashion commentator) and speakers included Graeme Fidler and Michael Herz (creative directors of Bally), Jan Nord and Jorgen Andersson (Senior Vice President Creative Director , Senior Vice President Director, Brand and New Buisiness, ESPRIT), Jefferson Hack (editorial director, The Dazed Group) and Mikael Schiller (CEO, ACNE Studios).

LMFF Sidewalk-Jeanswest showed us how to update our denim look with chic, casual ensembles perfect for weekend wear.

You can never have too many pairs of jeans when they are Jeanswest

L’Oreal Paris Runways 3 and 4 took Central Pier by storm in the evening. L’Oreal Paris Runway 3 presented by Madison, featured designers Arthur Galan AG, Bianca Spender, camilla and marc, Carl Kapp, Flannel, LIFEwithBIRD, Lisa Ho and Yeojin Bae.

Hot in leather by Carl Kapp

L’Oreal Paris Runway 4 presented by Instyle included designers Christine, Fernando Frisoni, Ginger and Smart, Lucette, Manning Cartell, Megan Park, Nicola Finetti and Thurley. The runway was fitted out with Persian rugs and vintage suitcases  which created a real holiday sentiment in the crowd.

Pure opulence by Christine

Patterned perfection in Ginger and Smart

The evening ended in raptures with the LMFF Menswear Runway presented by Specsavers and Peroni, supported by GQ Australia. This was a fresh concept for the festival which delighted the audience who were privileged to see the epitome of style, Helena Christiansen walk the runway. Designers included Arthur Galan, Alpha60, Autonomy, Campaign, From Britten, Farage, Three Over One and Vanishing Elephant.

smoldering on the Menswear Runway in Arthur Galan

smoldering on the Menswear Runway in Arthur Galan

Images by Lucas Dawson

A wrap up of festival frivolity by the office intern, Julia Mihai.

LMFF Sidewalk-City Chic kicked off the day’s festivities in style, bringing glamour to Federation Square.

Red carpet ready in white fur and a shimmering floor length gown

The marie claire and L’Oréal Paris Beauty Workshop was next on the agenda with L’Oréal Paris Make-Up Director, Rae Morris and marie claire Beauty Director, Emily Taylor sharing insider knowledge on how to create both fresh and classic looks to compliment your personal style. Everyone present was shaken out of their makeup ruts and learnt tips and tricks to have them looking impeccable always.

Professionally made up and magnificent

LMFF Fashion Industry Forum 2 – E-tail Detail had industry experts Gual Barwell (Director-Asia Pacific, Contagious Magazine), Jo Hunt (Womenswear Brand Buyer, asos.com), Jemma Dyas (Marketplace Fashion Scout, asos.com) and Katherine Milesi (Partner, Deloitte) delving into the idea of harnessing online retail. It was a truly enlightening session.

The LMFF National Graduate Showcase presented by Sportsgirl was a testament to the sheer talent and dynamic vision of all students involved. Their designs showcased their potential for revolutionizing design with their imagination and passion.

Celene Bridge’s dark fantasy

The windows in the Prahran Town Hall were steaming up with the LMFF Trunk Show-Jack London. When we could tear our eyes away from the gorgeous pups, the sharp, edgy designs of Jack London our chiseled models was enough to have everyone in the room swooning.

A puppy, the perfect accessory for any man

The grand Royal Exhibition Building was a fitting arena for the show stopping gowns of Alex Perry, presented on our Red Carpet Runway.

For every belle of the ball

Megan Gale’s grace and elegence on the runway

Melissa George on the red carpet

Images by Lucas Dawson

A wrap up of festival frivolity by the office intern, Julia Mihai.

Attracting all fashion magpies, sparkles by ELLERY.

Day Two started in style with the LMFF Designer Award, presented by Woolmark and supported by Vogue Australia.  The KMPG Banking Chamber’s glossy surrounds was the perfect landscape to view designs by finalists Arnsdorf, Bassike, Dress Up, Ellery, From Britten, Laurence Pasquier, Lui Hon and Song For The Mute. Each ensemble was feasted up on by the invite only audience including some of the most discerning industry eyes in the country including LMFF Creative Director Grant Pearce and Vogue Australia Editor-In-Chief Kirstie Clements.

Face of the 2011 Festival Melissa George with LMFF Creative Director Grant Pearce

Congratulations to Song for the Mute’s Lyna Ty and Melvin Tanaya who were announced the winners of the Designer Award 2011.

LMFF Fashion Industry Forum 1-Retail Detail was next on the agenda for the day. Held at BMW Edge, Federation Square the idea of harnessing retail potential was discussed by industry experts David Bush (General Manager-Womenswear David Jones), Peter Harris (President-Pedder Group), Erin Mullaney (renowned UK buyer) and Mark Ritson (Consultant and Associate, Professor of Marketing, University of Melbourne). It was a thoroughly thought provoking and stimulating session.

No one at Federation Square could escape the energy of the first Sidewalk show of the festival showcasing the brand Forever New. Prima Ballerinas in pointe shoes took to the runway marking the theatricality and frivolity of the show.

Lace, pastel colors and embellishment… a perfect fit for every Forever New girl.

L’Oréal Paris Runway 1, presented by Grazia and L’Oréal Paris Runway 2, presented by Vogue Australia and supported by Woolmark brought glamour to Central Pier in the evening. Runway 1 featured designers Carla Zampatti, Leona Edminston, Nina Maya, Rachel Gilbert, Romance Was Born, sass and bide and Tina Kalivas.

White fur fit for fashion royalty by Carla Zampatti

Moody and mysterious in Romance Was Born.

Runway 2 featured the LMFF Designer Award 2011 Finalists including Arnsdorf, Bassike, Dress Up, ELLERY, From Britten, Laurence Pasquier, Lui Hon and winner Song for the Mute. This was the first time Designer Award finalists were presented on a public runway so it a very special event. The immense talent of these fresh brands and their visions inspired everyone in the room.

Textured and sophisticated black by Lui Hon

Photos by Lucas Dawson

You don’t have to break the bank to enjoy the best in Australian fashion!  Below are five LMFF picks gauranteed to give you bang for your buck!

1. Opening Runway, Fashion Full Stop, Monday March 14 – $39

This show is amazing value!! We can gaurantee you will be entertained at this hour long celebration of Australian Fashion & Music through the decades.  Expect live performances from artists accross the decades including Guy Sebastian, Mark Seymour, Russell Morris, Marcia Hines, Owl Eyes, Metals and more!  We revisit many iconic designers, labels, styles and moments that have shaped this nation’s history in fashion from the 1960s to today.  From 4pm there will be activities and giveaways in the Foyer so come down early!  This event will launch LMFF 2011 with unprecedented splendour with over 60 models, musicians, dancers and over 100 designers on stage to create this part rock concert, part runway show. BUY TICKETS.

2. LMFF Trunk Shows (unique intimate runway shows throughout the week) – $49

A “trunk show” is a special presentation in which designers & labels showcase their collections directly to select customers at a retail location or another unique venue and we have four throughout the week! Theres Jack London for the boys who love fashion with a rock and roll attitude and classic tailoring, Mimco for the woman who loves to dress up and loves a killer accessory, Womans Ready to Wear for woman who want to see a variety of sophisticated designers and find inspiration in modern day looks and Bridal a must see for all brides to be!  BUY TICKETS.

Photo by: Lucas Dawson

3. marie claire & L’Oréal Paris Beauty Workshop, Wednesday 16 & Friday 18 – $35

L’Oréal Paris Make-Up Director, Rae Morris and marie claire Beauty Director, Emily Taylor show you how to put your best face forward in the season ahead.  This instructive and fun hour presentation will help you conquer the cosmetics counter and look your best with unmissable insider tips from the experts.  For only $35 it is a must see and includes a marie claire magazine and L’Oréal Paris gift bag (valued at over $100). There are two workshops this year, so for Wednesday 16 at 1pm CLICK HERE, and for the workshop on Friday 18 at 1pm CLICK HERE.

4. LMFF Menswear Runway, Thursday March 17 – $49

There are so many reasons to check out the LMFF Menswear Runway!  Firstly, it is the first time LMFF has produced a dedicated runway just for the boys, secondly the best in Australian menswear labels will feature including Arthur Galan, Alpha60, Autonomy, Campaign, From Britte, thirdly international supermodel Helena Christensen is coming out to Australia thanks to presenting partner Specsavers to walk in the show, and last but not least, every ticketholder will enjoy a free Peroni at the Woolshed Bar before the show and a gift bag!  Great value in what will be  a very memorable night! BUY TICKETS.

5. LMFF Offsite Runway, Saturday March 19 – $45

The new and exciting home to independently spirited fashion labels showcasing their collections. In collaboration with the annual Penthouse Mouse event (PHM11), LMFF presents Offsite Runway.  Featuring designers Alexi Freeman, Jolet, Leonard Street, Livia Arena, above, Extinct, House of Baulch and more!  This is the place to be for closing night of the Festival with us at the Penthouse Mouse Bar; open before and after each Runway. We have two amazing shows, for tickets to the 8pm show CLICK HERE, for tickets to the 10pm show CLICK HERE.

Photo by: Fernando Barazza

For tickets visit ticketmaster.com.au or phone 13 61 00.