Retailers are set to embrace the latest corporate sponsorship tie-up for L'Oreal Melbourne Fashion Festival (LMFF), with window displays erupting across the city in March.
LMFF will partner with paint brand Dulux for the 2013 instalment, in turn prompting collaborations with designers and retailers.
As part of the sponsorship, Dulux will co-present the annual Windows by Design initiative with the City of Melbourne and LMFF.
Melbourne retailers will offer up street-side windows to local creatives, who will collaborate with Dulux to create window displays and art installations.
LMFF recently announced another new sponsorship partner, with express delivery shopping portal wantitnow.com.au.
The portal will be the official domestic logistics partner for the month-long festival, transporting garments and accessories for over 200 retailers and designers throughout the event.
LMFF CEO Graeme Lewsey said the latest involvement with Dulux is part of a new sponsorship category.
Lewsey said the event will embrace other creative industries, spanning art and design.
"[Dulux is] our first sponsor in our newly developed Lifestyle sponsorship category to the Festival.
"As a consumer focused event for everyone to enjoy, the take home insights of the Festival's unique, publicly accessed content has now truly gone one step further, inspiring homes and personal surrounds thanks to Dulux's clever partnership with the festival and our industry."
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