As most of us welcome Summer with open arms, Australia’s fash-pack are already casting their gaze towards Autumn/Winter 2013. Aptly situated within the Australian Centre for Contemporary Art, Melbourne’s well-heeled creative forces flock together to celebrate and anticipate what is set to be the most exciting L’Oreal Melbourne Fashion Festival to date.

Greeted and constantly topped up with sparkling wine and crisp Rekoderlig cider (official product partner of the 2013 festival), the Couturing team and star studded crowd are served culinary delights in the form of peking duck and prawn and ginger dumplings, ensuring all senses are stimulated. A fun, digital photobooth is a hit with the crowd, adding another dimension of interactivity.

Guests were encouraged to bring a 10x10cm swatch of fabric that ‘inspires them’ to the launch party to be part of a social curation project and we looked on as Tettmann.Doust designers Namoi Tettmann and Elke Doust turn the crowd’s ‘inspiration’ into a patchwork quilt. This interactive artwork is reminiscent of the festival’s 2013 campaign images, launched earlier this month, featuring two fresh-faced Australian models framed by swatches of creative inspiration. Developed by the festival’s agency Paper Stone Scissors and shot by renowned Australian photographer Derek Henderson, this lively visual canvas signifies the coming together of our creative industries and provides an eclectic backdrop to the campaign, reinforcing a collective voice. This is OUR festival.

Fashion forward with a creative backbone, the campaign has a deliberate, retail-focused call to action. LMFF resonates with the consumer, keeping Melbourne’s retail industry alive and thriving. Whether it’s purchasing a ticket to the festival or buying inspired fashion and beauty in store or online, the point is, it’s all here, today, now.

The very essence of the L’Oreal Melbourne Fashion Festival is to inspire customers with unparalleled creative presentation and assist the industry and stakeholders in achieving e

conomic success. The 2013 L’Oreal Melbourne Fashion Festival is set to include a bumper cultural program to take place throughout the entirety of March.

The LMFF 2013 campaign launch party was truly a world class event, and the impending L’Oreal Melbourne Fashion Festival is sure to cement Melbourne as a global fashion capital.

About The Author

Gemma Watts

Gemma Watts has worked in the fashion media industry since 2012, writing for and being headhunted by some of the country's leading fashion and beauty companies. With a Diploma of Professional Writing and Editing and a Bachelor of Communication (Journalism) under her belt, Gemma is able to combine her two greatest passions as Couturing's Fashion Editor- fashion and writing.

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