2016 Campaign Phase One Image 1- VAMFF FINAL CAMPAIGN IMAGE TO POST ON THURSDAY (LANA)Campaign Phase Two BTS image 1 a - Lana

For as long as I can remember, The Melbourne Fashion Festival held in March of each year, was a signal that a new season of fashion was fast approaching. This was well before I was a stylist and could attend designer fashion weeks and shows as part of my job. Or before I could see the new season collection’s delivered to my inbox  or phone as a result of the internet and social media. I remember being so excited for this time of year.  It was at this time I could attend a ‘real fashion show’ and dream about what I wanted to buy for the forthcoming season.

I’m excited to share a sneak peek of what The Melbourne Fashion Festival, who deliver what is known today as The Virgin Australia Melbourne Fashion Festival (VAMFF)have in store for us this year. The Festival will mark its 20th anniversary with a creatively charged and innovative public program of over 140 events from Monday 7 March to Sunday 13 March 2016. Some of Australia’s best designers will showcase their Autumn/Winter babies at the new location, Melbourne Museum Precinct (or Carlton Exhibition Building as I know it) and at other selected venues throughout Victoria.
Campaign Phase Two BTS image 1 c - Lana and Erin Campaign Phase Two BTS image 2 a- Lana Campaign Phase Two BTS image 2 c- Lana
Leading into the 20th year of the Festival, the campaign embraces the idea of acknowledging the Festival’s incredible history, while looking ahead to an exciting future.

Lights dim, music fades, the spectacle begins.

It is the first shoe that lands on the runway, the sound of the bass as each model takes their stride, the light that momentarily blinds you before the swish of fabric appears.

It is the theatrical scene that will be sure to delight, every breathtaking instant of fashiontainment, and the creative talent that will marvel.

Get set to experience the best of what Melbourne has to offer. FASHION is what we do best (well, as well as coffee, food, culture…okay, I’m bragging and perhaps a little bias). BUT it is true that Melbournians dress with a more intellectual and thought-through look – it’s all about unexpected cuts and perfect layering with an intelligent mix of textures, proportions and fabrics.  To experience what I’m talking about,  the VAMFF full schedule of runways and designers will be announced tomorrow at St Paul’s Court at Federation Square at 11am. With one of my fav’s, Montana Cox leading the model force, be sure to head down there to get all the goss and to start planning your fashionable week in March!

It is the enchanting moments of the 20th Festival that you are invited to celebrate.

Check in with me for full updates and my favourite must haves throughout the Festival and head to the new  VAMFF website to view the schedule, buy tickets and experience it for yourself!