Up, Up And Away : VAMFF

vamff1

Entering Docklands Studios for the official launch of VAMFF  last night, there was drama, drama, DRAMA in the air. As should be the case with the launch of Australia’s largest (and newly rebranded) fashion festival. The cavernous and moodily dark film studio space was divided by a gleaming arthouse runway with ‘bucket’ seating, and expectations (in addition to what I assume were pina coladas) were thick in the air.

vamff

Virgin Australia now enjoys the naming-rights to the prestigious Victorian festival, and I look forward to seeing what stamp they’ll put on a festival so strongly associated with L’Oreal. Will there be interstate flights bringing new consumers to our runways? How will the wider community (outside of the fashion milieu) become better involved with the festival event?

IMG_8756

Bloggers in their festive best: Leeyong from Style Wilderness and Lisa Teh of Couturing

IMG_8743

Graeme Lewsey launched VAMFF along with stakeholders, describing how 2014’s monicker of ‘See. Feel. React.’ would present a more interactive festival encouraging retail than ever before.

IMG_8751

After the hanger entered a brief respite of darkness infused by fragrance (will a signature scent be associated with VAMFF runways to come?), a brief runway highlighting what I assume to be David Jones’ labels took centre stage.

IMG_8747

IMG_8754

Launch over, cocktails in cute jugs and networking a-gogo.

IMG_8765

A beautiful sunset to take advantage of in my rose-gold peplum.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: