MELBOURNE: Fashion labels have found an creative way to promote themselves through a special showcase at Westfield Doncaster shopping centre.
The Fashion Loves Art exhibition - which launched at Docklands for the L’Oreal Melbourne Fashion Festival and has relocated to Westfield Doncaster until April 5 - has united a diverse group of artists, photographers and image-makers with designer labels to interpret their respective brands.
Partnerships included labels such as Gorman joining forces with Beci Orpin, Bally partnering with photographer Max Doyle, Zimmermann working with mixed media artists Greedy Hen and Alannah Hill being interpreted by illustrator Rebecca Wetzler, confirmed Westfield Doncaster centre manager Fiona Mackenzie.
"This exhibition will give Australian artists complete creative freedom to explore the modern day retail culture by partnering with leading fashion designers. The incredible results will capture the imagination of our shoppers by positioning the brands they know and love in a new light."
"Westfield Doncaster takes great pleasure in uniting the dynamic forces of fashion and art," she said, adding the in-centre display would provide emerging talent with the opportunity to showcase their work to a broader audience.
Following the exhibition, all works will be auctioned, with 50 per cent of the proceeds going to national depression initiative Beyond Blue, and 50 per cent going to the artists.