As part of the annual free and ticketed event, which will run from September 3 to 9 in the City of Melbourne, event producers have introduced a series of invite-only salon shows. Geared at bolstering attendance levels of higher-end designers and boutiques, the shows have attracted a host of milliners, tailors, lingerie brands and womenswear labels.
MMSFW event producer Yolanda Finch said the decision was prompted by greater demand from premium fashion suppliers.
"We were not able to do them justice on the larger catwalks as the attention to detail of items…can become a little lost. These events are tailored to provide an intimate, theatrical and very special experience for designer guests and the media – to then share with the public."
Finch said the intimate nature of the shows, staged daily from 10-11am within the Melbourne Town Hall, would provide a treat for VIP clients and thereby drive consumer sales.
She said 24 specially made and styled pieces would be showcased each morning with theatrical makeup, choreography and a champagne breakfast thrown in for added decadence.
Participants currently include womenswear designer Jacqui Alexander, tailor Dom Bagnato, jeweller Jan Logan, milliners Richard Nylon, Serena Lindeman, Louise Macdonald and lingerie label Smitten Kitten.
Alexander, who is also the official MMSFW ambassador for 2007, will kick off the salon series with her bright spring/summer collection. Alexander said she believed the new shows would allow her to better target the higher-end fashion market.
"Being an invite-only event gives the show the exclusivity factor that defines high fashion. As a label sitting in this segment of the market, a show like this is great to have under your belt."
In addition to the salon shows, MMSFW will present 120 free and ticketed events which include evening parades, in-store fashion shows, etiquette classes, fashion exhibitions, installations, store launches and fashion parties.
MMSFW is expected to attract more than 21 000 people into the City of Melbourne this year.