The Virgin Australia Melbourne Fashion Festival (VAMFF) has revealed key results from its 20th anniversary.
Held in March this year, the event reportedly secured a record number of ticket sales with over 380,000 physical attendees throughout March.
In addition, 15% of ticket sales were purchased by interstate consumers and attracted 40 international media accreditations from eight countries.
The festival's digital strategy achieved 129% growth year-on-year, extending its reach to around 25 million consumers and its publicity campaign penetrated over 101 million consumers globally.
As a result the event saw a 32% increase in value from last year to $100 million.
VAMFF CEO Graeme Lewsey said that running with a 'see now, buy now' model has contributed to the success of the event and speaks to the future of the festival.
“While the world grappled with the transformation of the 'see now, buy now' fashion week model, we all feel extremely proud here at Festival HQ to have honoured the shared wisdom of the Festival’s founders back in 1996, and to have once again delivered the pre‐eminent consumer platform for our industry and stakeholders.
“We have a new benchmark, and bold vision and now we invite everyone to join us again for a spectacular 2017 and beyond."
VAMFF has announced that next year's instalment will run from March 1-19, hosting a range of events across fashion, arts and ideas.