MELBOURNE: City dwellers will find it hard to miss Melbourne Spring Fashion Week (MSFW) this year, as a new initiative targets the lunch hour crowds.
The Lunch Series @ City Square will host daily fashion and beauty activities for the public. A second new program, The City Series, will comprise exclusive fashion related events involving the city's retail destinations, including pop up shows.
Key for industry players will be the annual Breakfast Series of business discussions. A line up of industry professionals will share their knowledge each morning from August 31 to September 3, from 7.30am.
Each night from August 30 to September 3, Australian fashion designers will hit the runway to exhibit their spring/summer 2010 collections, in conjunction with their drop into store. The catwalks will be held at the Melbourne Town Hall, with tickets open to the public.
On September 4, the RMIT School of Architecture and Design fashion students will participate in a runway parade.
MSFW will be held at various venues around central Melbourne from August 30 to September 5, 2010.