L'Oreal Melbourne Fashion Festival (LMFF) has continued to extend its digital footprint, launching a multi-platform film initiative for 2013.
The Festival has partnered with the Australian Centre for the Moving Image (ACMI) and Portable.tv to launch the inaugural LMFF Fashion Film Series.
The films will be screened throughout the Festival, as well as its brand new website, which is set to launch in December.
The films will also be screened on the official LMFF YouTube channel.
The Fashion Film Series will be part of the LMFF Cultural Program, which will run throughout the entire month of March.
Organisers have put a call out for filmmakers across the country to submit short fashion films for selection.
From the submissions, a panel of experts will select up to 15 films to be screened throughout the Festival.
The top six films will also be included in a rotating film showcase at Federation Square.
They will also be screened as short films before feature-length fashion films at ACMI, as well as regional areas across Victoria including Mildura and Bendigo.
Last year, the Festival launched a 'Shop the Runway' initiative allowing consumers to purchase runway looks on digital platforms.
LMFF chief executive Graeme Lewsey said the latest initiative is part of a broader vision for the event.
"This film festival, together with our continued investment and development of our digital platforms, will help amplify Australian talent in a truly collaborative way."
Entries for the Fashion Film Series close on January 10, 2013.
The films must celebrate and showcase Australian fashion, as well as display high-level production and attention to detail.
Background information on the filmmaker and any featured designers, as well as a statement detailing the creative rationale of the film, must also be submitted.
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