• KATHRYN BEKER: Designer brand part of Made In Melbourne 2012.
    KATHRYN BEKER: Designer brand part of Made In Melbourne 2012.

An annual runway event showcasing the works of Melbourne designers is getting digital.

Made in Melbourne, which is staged in conjunction with Melbourne Spring Fashion Week, will present collections from ten emerging designers on September 7.

For the first time this year, attendees will be able to purchase garments seen on the runway at wholesale prices using their mobile phones.

The activation will be conducted via a specially designed QR code system.

Guests will be encouraged to download a QR reader application prior to the event, with the event guide featuring QR codes next to a picture of each garment.

Guests can scan the code on their phone and be taken to an online store to process their transaction.

Event director Chloe Wedgewood said this will take the yearly event to the next level.

“Made In Melbourne is proud to not only be a champion for young and emerging Melbourne fashion, but pioneers in this method of online commerce.

“It is our aim to connect innovation with a market that craves the best and latest fashion has to offer. By adding this element of technology, we’re allowing designers to interact directly with their market and visa versa.”

comments powered by Disqus