Virgin Australia Melbourne Fashion Festival (VAMFF) has been kicking fashion goals this week with beautiful fashion on the runway. Off the runway, several of the sponsors of the Fashion Festival are celebrating their involvement with fun activation for those visiting the festival. If you’re heading to VAMFF, make sure you check out these fun and exciting activities!
Fiat Chrysler Australia (FCA) are involved in VAMFF for the first time in 2016. The iconic Fiat brand is unmistakeably Italian and synonymous with heritage and fashion so it made sense that the brand partner with the festival in their 20th year, and most importantly, a year with Italian focus. Throughout the festival week, a fleet of VAMFF branded Fiat’s will be transferring lucky VIP guests around the city. Fiat’s show-stopping moment will be as the presenting partner of Premium Runway Shows 6 and 7 in association with Frankie and Oyster magazines. These two final runways for VAMFF will be taking place in the edgy and unique surroundings of the underground Melbourne Museum Carpark on Sunday 13th March. FCA also has a brand activation at the public Festival Plaza between the Royal Exhibition buildings and Melbourne Museum and is giving patrons the opportunity to strike their best pose in the Fiat 500X – just like the FiatxZoolander 2 TVC. Watch out Derek Zoolander!
Inspiration has been taken from the year’s biggest fashion film, Zoolander 2, in which Fiat features as the official car partner. Guests are encouraged to share their shot across social media platforms using the hashtag #fiatstyle #fiatxvamff as well as the @fiataustralia handle. The patron with the best pout will win the ultimate fashion experience with 2 x VIP Runway Show 7 & Closing Party tickets which will be held at the festival’s official after party venue, Spice Market.
Lavazza is the official coffee partner of the Virgin Australia Melbourne Fashion Festival (VAMFF) 2016, where it will showcase its Lavazza Coffee Caviar invented by world-renowned Chef Ferran Adrià. Lavazza partnered with Adrià, and in its Turin-based training centre, he worked with the Lavazza Coffee Design Innovation team using his molecular gastronomy technique ‘spherification’. The result is Lavazza Coffee Caviar, tiny balls filled with liquid that melt in the mouth.
In his book Ten Years of Coffee Design, Adrià says, “I began to be curious about exploring new ways to develop the potential of this fascinating and complex product,” and with the same technique for creating small balls from a liquid using two agents – alginate and calcium – a mini-explosion of coffee flavour was created.
For the first time in Australia, Lavazza Coffee Caviar will be complimentary to guests 30 minutes before each VAMFF Runway Show, only at the Lavazza Café Bar.