Thursday night saw a hidden Richmond warehouse space become a hub for the Melbourne’s most fashionable. The Virgin Australia Melbourne Fashion Festival launch heralded the introduction of several new fashion activations, the unveiling of a dazzling new campaign, and the announcement that the 2015 festival has has been extended to nine days of intensive programming and will be held over two weekends from 14 to 22 March 2015.

In a new collaborative partnership with multiple premium hair and makeup brands, the Festival has partnered with Priceline Pharmacy as its Official Hair and Beauty Partner. Under the direction of specially appointed renowned makeup director Rae Morris and hair director Kenneth Stoddart, these brands will be masterly applied to all of the runways. Festival goers will be able to access an immersive ‘Beauty School’ activation to receive first hand styling advice on how to achieve this years runway looks.

The Cultural Program will return with a robust program that runs the month leading up to the Festival from 15 February to 15 March across Melbourne and regional Victoria. The Festival is also excited to announce the rejuvenation of its globally recognised Business Events Series. Hosted by Crown, in an inaugural partnership with the Festival, the business-to-business events will feature a new format including dynamic and interactive networking opportunities with an outstanding line up of local and international speakers.

Principal Partner and leading Australian airline, Virgin Australia, will bring thousands of people from around the world to the front row through its extensive domestic and international networks. A number of money-can’t-buy retail packages through Virgin Australia Holidays will help drive tourism to Victoria for the 2015 Festival.

Virgin Australia Melbourne Fashion Festival CEO Graeme Lewsey said the 2015 key initiatives re-affirm the Festival’s commitment to the Australian fashion industry and stimulating its growth.

“We are focused in 2015 to deliver a stand-out program of inspirational and thought-provoking events, activities, and new initiatives that captivate our audiences with the ultimate fashion experience. This is just a glimpse of what we have in store and look forward to revealing the full program in February 2015,” Lewsey said.

More than one hundred established and emerging designers will take to the Festival’s world-class runways over nine action packed days, showcasing the latest women’s, men’s and children’s wear.

Kicking off on Saturday, 14 March with the ‘Opening Event Presented by David Jones and Supported byVogue Australia’ and the ‘Opening Event VIP Party Supported by Fox FM’, the Festival will host a series of sell-out runway shows presented by Australia’s leading fashion magazines as well as unique runway events, including a Menswear Runwa, the first Famous for Fashion Kidswear Runway and the new format Famous for Fashion Boutique High Tea featuring a designer runway and elegant high tea experience at Malvern Town Hall. The Festival will conclude with the ‘Grand Finale Featuring Romance Was Born’ on Sunday, 22 March.

Capturing artistic autonomy with a dedicated evening event, ‘Independence Presented by Oyster’ will feature the Festival’s 2014 ‘Tiffany & Co National Designer Award’ winner, STRATEAS.CARLUCCI, in a celebrated solo show. A between show party will be followed by a group of independently spirited Australian fashion labels championing the fusion of creativity, soundscapes and production to reengineer the ‘Independent Runway Presented by Oyster’. Following last year’s irrefutable success, 2015 will see two spectacular ‘Grand Showcase’ solo events featuring two of the Festival’s award winning Alumni labels-  ‘Grand Showcase Featuring Josh Goot Presented by Capitol Grand’ celebrating the designers tenth anniversary, and the ‘Grand Finale featuring Romance Was Born’ to coincide with the closing of its acclaimed exhibition at the National Gallery of Victoria.

The Virgin Australia Melbourne Fashion Festival will take place 14 to 22 March 2015. Tickets are available now through Ticketek or online at the new Festival website VAMFF.COM.AU. Sign up to the Festival’s electronic newsletter to be the first to receive all the latest program updates and premium seating exclusives.

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.