LMFF shines on

The L'Oréal Melbourne Fashion Festival (LMFF) has signed on for a range of new international initiatives, set to take place this month.

As previously reported on ragtrader.com.au, the fashion festival was recently involved in a dust up with organisers of Mercedes-Benz Fashion Week Australia (MBFWA) over conflicting dates for the 2013 instalments of both events.

However, LMFF has emerged from the run-in unscathed, and announced a fresh set of global moves to promote the event and the Australian fashion industry.

This will include an exclusive fashion and networking session, to be staged during London Fashion Week (LFW), to celebrate the latest Australian fashion talent via an event at Australia House, London, on September 13.

The showcase will see eight designers from the state of Victoria – Alexi Freeman, Alpha 60, Bul, Cylk, Jolet, Leonard Street, Limedrop and Roopa Pemmaraju – join established designers Sass & Bide, Dion Lee, Willow and Antipodium at the fore, representing one of the largest Australian designer contingents at LFW.

Designers will also attend the event and be coached and assisted in facilitating business-matching appointments to capitalise on publicity and networking opportunities.

The cocktail reception will be hosted by Sally Capp, agent general for Victoria, Laura Anderson, chairman and LMFF CEO Graeme Lewsey and supported by magazine Harper's Bazaar.

Commenting on the event, Lewsey said this activity “reaffirms LMFF’s commitment to amplify the profile of Australian designers locally and globally”.

Following LFW, Lewsey revealed LMFF will also travel to Beijing where it will present an Australian fashion designer submission as part of the Victorian government’s Super Trade Mission to China – the largest ever to leave Australia’s shores.

“Excellence is what Melbourne’s unique fashion and retail offering is built around and this historic mission will give Melbourne designers, who are looking to understand the Chinese fashion and retail sector, a curated experience to showcase their product and brand in one of the world’s fastest growing fashion destinations, Beijing,” he said.

The event, in collaboration with the State Government of Victoria, the Minister for Innovation, Services and Small Business/Minister for Tourism and Major Events Louise Asher MP, LMFF will host key industry, decision makers, media and agents at a Melbourne Fashion Excellence gala event at the Beijing Hong Kong Jockey Club on September 17.

Victorian designers Cylk, Leonard Street, Limedrop, Kuwaii, Lui Hon and Roopa Pemmaraju will form part of the Australian contingent, with LMFF to also present a film celebrating each designer’s work – exclusively shot and directed by Australian videographer, Nicole Rose from a 'Rose Coloured World'.

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