Melbourne Central was the place to be on Wednesday night, where Australia’s first Holographic Virtual Fashion Show was held in conjunction with the launch of Melbourne Central’s new app. There were also exclusive events, entertainment and up to 50% at most retailers just for that day. The show was a fusion of fashion and digital extravaganza, and the DJ booth next to the stage provided beats that made for an edgy atmosphere.

Once ushered into the VIP area at the Shot Tower Square, guests were served flutes of Verve Cliquot, delicious treats from Cupcake Central and popcorn in colourful takeaway buckets, which matched the goodie bags waiting for them as they took their seat on white chairs.

Digital technology was employed to the best effect—models walking in Gorman, Kate Peck, ksubi (amongst others) were slowed down and then sped up, jackets were thrown in the air and suspended before disappearing magically like the Cheshire cat from Alice in Wonderland. It gave the fashion show a sense of surrealism and out-of-this-world experience, and the best thing is that all the labels shown are stocked in Melbourne Central!

The main highlight of the show was Melbourne-based womenswear label Fame Agenda, who showed their in-house label along with others they carry in their Melbourne Central store: Karen Walker, Romance Was Born, Sretsis, House of Holland, Maurie & Eve, Bec and Bridge, Lover and Stolen Girlfriend’s Club. Fame Agenda is known for their distinctive fabric prints, and often collaborates with illustrators and artists to develop signature prints. It is now becoming a cult label focused on delivering edgy fashion that is accessible and wearable for women.

The holographic show was a fantastic mix of fashion labels and styling, with bursts of colour and prints to ready us for summer. Be sure to check into Melbourne Central when shopping for your new seasonal wardrobe!


Fame Agenda
Melbourne Central, 211 Latrobe Street

About The Author

Alyssa Woo

Alyssa hails from sunny island Singapore and has a diploma in Visual Communications and a degree in Media. One of her earliest ambitions was to be a journalist and she loves being surrounded by creative people, as they inspire her to pursue her passions. She loves summer, reading magazines, cookbooks and particularly enjoys reading books written by Malcolm Gladwell. She hopes to one day establish a small publishing house and have her own bookstore. In the meantime, she's starting an online zine at about friends and what they do.

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