LMFF aims to outstrip Melbourne Cup
Launching at Melbourne Museum's plaza concourse on February 1, the eleventh LMFF - scheduled from March 4 to 10 - promised a higher calibre and number of Australian labels than ever before, as well as a raft of new events and initiatives, claimed LMFF director Karen Webster.
This year's "modern chic" theme presented by Harpers Bazaar would include renowned labels including Collette Dinnigan, Akira, Josh Goot, Wheels & Doll Baby, Toni Maticevski, Alice McCall, Camilla & Marc, scheduled to show their collections.
With the collections appearing on a purpose-built runway, dubbed The Fashion Cube, more than 1000 people will get to view each show, Webster said.
In keeping with the latest retail trend of the pop up store, LMFF had planned pop up catwalks to be dotted around the city and publicised 24 hours in advance by Melbourne tabloid and LMFF sponsor The Herald Sun.
LMFF traditional favourites including the Sportsgirl installation and Target's Rocks Red Market promised to draw crowds, Webster promised.
Meanwhile, a special marketing breakfast would unite international marketing experts to discuss the theme "clicking with your customer". The LMFF Business Seminar also assured standout debate from the "best of the best" in international fashion, retail and branding, she said.
Seminar speakers include Jane Shepherdson - brand director of fashion giant Topshop (UK), designer Jasper Conran (UK), renowned luxury brand consultant Jean Jacques Speaking at the official launch of the event, Victorian premier Steve Bracks described LMFF's growth in recent years as "standout".
"Just to give you an idea, 30,000 people attended the first festival in 1997. That has grown to 200,000 this year; double the crowd that fits into the MCG and double the crowd that attends the Melbourne Cup. In business terms, $30 million is added to the economy because of the draw of the festival."