LMFF 2010: Behind the scenes

 As reported in the December 4 edition of Ragtrader magazine, the L'Oreal Melbourne Fashion Festival (LMFF) will debut a fresh new look next year.

Dubbed 'Get Happy', the 2010 campaign has been developed by creative agency paper stone scissors and shot by Steven Chee. It features jubilent models captured in striking black and white.

The consumer fashion festival will run in Melbourne from March 14 to 21, 2010. Kym Ellery, Tina Kalivas, Karen Walker and Gary Bigeni are among a host of designers to enlist for the instalment.