MELBOURNE: Ellery, Bassike and Arnsdorf are among the eight finalists in the running for a $20,000 prize at L'Oreal Melbourne Fashion Festival (LMFF) 2011.
Also competing to win the LMFF Designer Award next year will be From Britten, Lui Hon, Dress Up, Song for the Mute and Laurence Pasquier.
Judged by an industry panel, the prize comprises $10,000 cash and a trip to attend either Premiere Vision trade show in Paris or Pitti Filati trade show in Florence as a guest of Woolmark.
The news comes with more details about the forthcoming event, which will be directed by fashion publisher Grant Pearce for the first time. Australian actress Melissa George will be the event ambassador and will attend the week long program. An LMFF advertising campaign featuring George and shot by photographer Daniela Federici has been released.
The event promises a refreshed program launch at Government House in February for industry players. For the public, a new grand scale opening event will be staged, including a theatrically produced runway presentation with live music, activities and a festival atmosphere.
International guests scheduled to attend and present at the business seminar include Acne Studios chief executive officer Mikael Schiller and Havas Worldwide chief executive officer David Jones.
Another guest will be UK-based Dazed Group director Jefferson Hack. Hack founded Dazed & Confused magazine in the 1990's and also AnOther Magazine in 2001 and AnOtherMan in 2005.
On the catwalk, designer Alex Perry is confirmed to show at LMFF for the first time with a special event at the historic Royal Exhibition Buildings.
The consumer fashion week will be held at various venues across Melbourne from March 14 to 20, 2011.