Melbourne Fashion Festival (MFF) has launched its program for the 2021 Festival, which will take place from March 11 to 20.
This year marks the Festival’s 25th anniversary, making it the longest-running consumer fashion event in Australia.
The 10-day hybrid program of live and online events will deliver an all new offering staged across multiple iconic locations around Melbourne, reaching audiences outside an event’s traditional borders.
The Festival has been re-imagined in response to the COVID19 pandemic, reflecting and amplifying talent to support the economic and creative recovery of Victoria.
It will feature a program of designer runways, industry award programs, tours, dining and retail experiences, workshops and the return of its summit.
The 2021 campaign showcases an all-Victorian fashion line-up including MATICEVSKI, JASONGRECH, and CAPPELLAZZO, the campaign asks audiences: ‘Are You Ready to Runway?’.
It also heroes local Victorian model Ayuol Manyok.
MFF Acting CEO Yolanda Finch said she is is excited to safely welcome consumers back to showcase and support Australian fashion, retail and creative industries.
“This new Festival is the sum of all parts.
"It will hero the unprecedented coming together of creative, and cultural industries, joining forces to build shared advocacy outcomes for Melbourne on a local and national scale.
“While the 25th Festival program may look a little different to previous years, our passion to foster the work of new and emerging local creative talent will remain paramount.
"One of the ways we’re doing this is through our Industry Development Programs, providing unparalleled industry access for the creation of a sustainable Australian fashion industry,” Finch said.
The Festival program will remain nimble and flexible in its execution adjusting to the Government advised COVIDSafe health settings at the time, prioritising the safety of participants above all else.
"Put simply, we just can’t wait to return and experience the sense of community that we have sorely missed during the pandemic," Finch said.
Victoria’s Minister for Creative Industries Danny Pearson welcomed the Festival’s safe return and recognised the important role the event will play in the state’s recovery.
“Like many creative industries, our fashion industry has been hit hard by the challenges of 2020.
"The 2021 Festival will be a celebration of the resilience, adaptability and innovation that characterises the industry and the talented people who power it.
“It will also mark a welcome return to the events Victorians enjoy, and that contribute so much to our economy and vibrant cultural life here in the creative state,” Pearson said.