By Simon Phillay
August 31 – September 7
Australia’s fashion came to life as Acting Lord Mayor Arron Wood announced this year’s Melbourne Fashion Week program on Thursday, July 12 at Melbourne’s iconic town hall.
The big reveal was made by model and actor Pia Miller who has been appointed this year’s ambassador.
Pia is an Australian actor and brand ambassador best known for her role in the television series Home and Away. She also has appeared on covers of Marie Claire Australia, ELLE, Cosmopolitan, and Body & Soul – to name a few.
When asked about being given this opportunity to be the ambassador and her involvement with Fashion Week, Pia replied: “Melbourne is my true home. It’s where I grew up and where my family is based, so I’m honoured to be back here as Melbourne Fashion Week ambassador.”
“I’m excited to be able to support an incredible industry and see the very best in Australian fashion. I’m really excited to just see our city shine.”
Miller, who was raised in Melbourne, described the city’s signature style as “chic” and – naturally – cemented in black.
Melbourne vs Sydney?
“I don’t want to get into the Melbourne versus. Sydney thing, but I think we’re the leaders in fashion.”
In Fashion Week’s 24th year, Cr Wood said the City of Melbourne was committed to supporting and boosting our local industry and driving sales in stores.
What the new program offers:
Free pop-up runways in locations around the city, including Union and Tattersalls lanes, featuring ready-to-wear looks, also showing in the city’s key retail precincts.
The Fashion Capsules will showcase creativity and a series of free fashion-inspired installations across the city.
Underground runways will be held at Campbell Arcade (Degraves St underpass) showcasing exciting designs and talent-pushing boundaries introducing a new era of runways (with references to traditional runway settings).
MFW Town Hall Forecourt in the heart of the city will showcase pop-up fashion, talks, videography and music for the week’s duration.
And for the fourth year since its debut, the city is once again partnering with Vogue Australia to bring Vogue American Express Fashion Night Out (VAEFNO) to Melbourne on Friday, August 31.
With most retailers taking part with exclusive offers, VAEFNO is the perfect fashion night out. Keeping things fresh this year, the event starts at midday activating offers for all shoppers to take part in and enjoy all things fashion.
Find out more information at the official page mfw.melbourne.vic.gov.au
By Simon Phillay