2.09.2013

Program down low on LMFF 2013.

This year, more than 60,000 copies of the L’Oréal Melbourne Fashion Festival program have been distributed throughout Australia. The 39 page program was basically over a year in the making and has come together amazingly! On the day of the program briefing last Monday, the LMFF television ad also launched on Channel 10 ( I managed to capture some photos of it on my phone which I have shared below- not the best quality, but I got so excited that I wanted to share anyway), and having just seen it for the first time last night- It makes me very proud to be apart of it all. Details about 'Shop the Runway,' the 'Opening Event & VIP Party', the 'L’Oréal Paris Runways' and so much more have been announced and you can find all the information within the extremely well put together program. Not only that but click HERE to view the entire program online incase you can't get your hands on one. Today, 'LMFF reaches millions of consumers and last year it's digital footprint grew by 120%.' announced CEO Graeme Lewsey, which he is hoping to double again this year. He also mentioned, that while being a highly recognised Melbourne event, there are 3 large billboards in Syndey near the airport, and they are also working with tourism Australia. While LMFF is a non profit organisation, the campaign itself is $3million plus, with millions of dollars of support for the Australian fashion industry. 
This year is the best ever line up of Australian designers, which is great, as 'the festival delivers direct economic advantages to all designers.' There are over 90 plus events in the festival and as Lewsey said at the briefing, this will be 'one blockbuster of a fashion event, with 47 plus designers. Proof is in the pudding, it really is an outstanding line up.' Along with the new 'Shop the Runway' technology that aims at driving consumers into stores, as well as offering the immediacy of online as well. As CEO Lewsey stated, 'This app is one step closer to fulfilment with the new sponsor- The Iconic- supporting the technology.' 
There have been a few changes from last year, with the VIP bar moving from the boat into a warehouse space, due to the number of 'quality international guests.' Furthermore, there will be a Rekorderlig fashion lounge for premium packages (with tickets from $175 per person). The lounge will be open pre and post your L’Oréal Paris Runway show, with canapés, beverages and live entertainment on offer! 
And, one of my favourite announcements of all would be the launch of 'LMFF loves music'. With high profile and resident DJ guests, who are yet to be announced, entertaining us all with the latest and greatest from the music industry. 
Finally as it has been said, 'the festival wouldn't be here today without the amazing partners and sponsors. We have a great partnership with the Victorian government, along with the Western Australian government who pay for their creative, talented fashion designers to fly to Melbourne and take part in the festival. It is the amazing partnerships that make LMFF such an iconic Melbrourne event.' With both ongoing, and new partnerships- the festival is going from strength to strength and they can all be found by clicking HERE.
Of course there is so much more going on, so I highly recommend heading to the website and checking it out for yourself. With so many events going on, in and around Melbourne, it would be a shame to miss out on any of them!
Photos below; The first 3 of the official LMFF commercial, the next few are of the LMFF progman briefing launch at Trocadero. The beautiful models wearing Mary Katrantzou, then the LMFF devotee's for 2013 along with CEO Graeme Lewsey. A photo of Graeme and the wonderful Kim Wilson from the Herald Sun,(photo's taken from Megan Castran, a fellow LMFF devotee as my phone photos are no way near as good quality!!) Then last two photos taken by Lucas Dawson. Hope you enjoy xx













2 comments:

Kate @ Glossy Pages said...

Hello!
Do you know where/how the general public are able to get their hands on a physical copy? The event look so interesting I can't wait til March!
X Kate

Fenella Scarlett McCall said...

Hi KAte, you can download the LMFF program here; http://www.lmff.com.au/program and they are also going to be placed around coffee shops and retail stores in and around the city! xx

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