MELBOURNE: The new director of L’Oreal Melbourne Fashion Festival (LMFF) Grant Pearce will kickstart his international duties at Australialive in the UK next week.
Pearce will be in London to support LMFF’s involvement in the initiative, including an LMFF hosted cocktail reception at the Mayfair Hotel on September 15. It is designed to promote the festival and Australian designers, as well as tourism to Australia. It is the second year LMFF has taken part in the initiative.
Expected guests include Sarah-Jane Clarke and Heidi Middleton of sass & bide, Geoffrey Finch of Ant!podium and Harpers Bazaar UK fashion director Gabriele Hackworthy.
In addition, the Victorian and Federal Governments have worked together on a special installation at Westfield London’s Atrium. It will feature video highlights from LMFF 2010.
Formerly branded G’Day UK, the event is part of a broader drive to promote business relationships between Australia and the UK. It will incorporate a series of high profile events and activities from September 6 to 22.
In addition to fashion, Australialive will showcase the areas of trade and investment, food and wine, migration, tourism and film.
Graeme Lewsey: On board with LMFF.
