Local fashion activations are taking over Melbourne Central this Melbourne Spring Fashion Week (MSFW).
Beginning with the arrival of Vogue Fashion’s Night Out on 28 August, the activations will take place across the entire weekend.
Here are how some brands are engaging with customers at the shopping complex.
RMIT DESIGN MARKET
The RMIT Design Market will present shoppers with a range of bespoke products from emerging artists and designers at RMIT university.
RMIT FASHION EXHIBITION
RMIT is also taking over a ground level store to display the creative work of the final-year Fashion, Textiles and Design students.
GORMAN X I SCREAM NAIL BAR
The Gorman x I Scream Nail Bar will see Gorman colours, prints and patterns applied to nails instead of clothes. Shoppers can visit the activation right outside the store on Level 2 throughout the weekend for a free manicure with Gorman’s brand new range of nail polishes.
LEVI’S TAILOR SHOP
Levi’s Tailor Shop is heading to the centre straight off the back of its pop-up at Splendour In The Grass. It will offer live tailoring treatments like repairs, patches and personal customisation to denim pieces.
THE SHIRT OFF YOUR BACKPACK
The Shirt Off Your Backpackwill be making an appearance on Level 2. Donated shirts will be transformed into one-of-a-kind backpacks, with proceeds from all sales going to support education programs for children in rural Cambodia.
STYLISTS ON THE SEARCH
Melbourne Central’s stylists will be doing free surprise in-store consultations on Level 1 and 2 for shoppers. There will also be a Melbourne Central gift card and full styling session up for grabs.
TREASURE HUNT
Shoppers line up at the guest service desk to receive a list of clues that will lead them to a series of free gifts around the centre. With a major prize up for grabs for one lucky hunter that follows melbcentral on Snapchat to receive the secret clue.