Melbourne Spring Fashion Week (MSFW) has kicked off with a new digital partnership aimed at driving sales and store traffic.
MSFW is the latest fashion event to allow consumers to shop collections from the runway, via a partnership with mobile shopping app MiiBrand.
The MiiBrand iPhone and Android app will also allow attendees to connect with MSFW brands and designers, as well as access exclusive in-store offers throughout the week.
A number of designers and brands have opted to create their own MiiBrand profile to drive store traffic including Alexi Freeman, Arthur Galan AG, Aurelio Costarella, Christina Exie, Craig Braybrook, Elwood, KUWAII, Limedrop, Neo Dia, Nevenka, Nicoangela, Review, Richard Nylon and TS14.
MSFW will run until September 8, with hundreds of events throughout the city of Melbourne.
MiiBrand has 60 fashion brands and designers using the platform and over 40,000 members.
ARTHUR GALAN: Part of MSFW
