• L'Oreal Melbourne Fashion Festival: 2012 campaign.
    L'Oreal Melbourne Fashion Festival: 2012 campaign.

L'Oreal Melbourne Fashion Festival organisers have reduced pricing and appointed new staff to assist designers for the new year.

Organisers have formally called for expressions of interest from designers and brands for the 2013 instalment.

The Festival's core program of fashion and beauty events will take place at Central Pier in Melbourne's CBD from March 18 to 24.

The long-running Cultural Program and a newly created off-site runway series will also run for the entire month of March.

The Festival has reduced pricing for its L'Oreal Paris Runway shows in a bid to address financial pressures in the current climate.

It has also appointed a new designer resources manager to extend support to designers.

Sarah Dinning, a graduate of Central Saint Martins College of Art in London, has taken the role after working across boutique and luxury global brands.

L'Oreal Melbourne Fashion Festival chief executive Graeme Lewsey said these initiatives will be backed with an extended digital program.

In 2012, the Festival introduced a 'Shop The Runway' feature for guests at parades.

Next year will see phase two of the initiative roll out, with additional marketing support, purchase options and a streamlined interface.

The deadline for designer registrations is November 30, 2012, with applications for the coveted Designer Award opening later this month.

For more lmff.com.au.

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