A handful of Australian fashion designers will have their work showcased during London Fashion Week this month.
L’Oréal Melbourne Fashion Festival (LMFF) has today announced that it will present an Australian fashion designer submission called The New Antipodeans, as part of the International Emerging Fashion Talent Award (IEFTS).
The event is hosted by the British Fashion Council during London Fashion Week 2012 and the five home-grown designers that will represent the nation are Dress Up, Song for the Mute, Limedrop, Christopher Esber and Above.
LMFF chief executive officer Graeme Lewsey said this will provide 'quality publicity exposure to Australian designers in a premium international context'.
“It is an absolute privilege that LMFF has been asked to represent the Australian fashion industry. And in doing so, the festival team has brought together one of the most talented creative teams to direct and create a submission that is truly unique and highlights the rich creative talents that are abundant in Australia,” Lewsey said.
LMFF will present a photographic exhibit featuring a series of images celebrating each designer's work that has been shot and directed by Australian artist and photographer, Vincent Fantauzzo.
The images will be displayed as large format photographs on the exterior windows of Australia House in London.
Fantauzzo and LMFF have also worked with Australian film maker Barney Howells to produce a film from which the stills will be extracted in the submission to the award.
The artistic treatment for the film is titled Getting Dressed and will present the designers' collections being dressed on a range of models.
L'Oréal Melbourne Fashion Festival runs from March 8-15.