Mercedes-Benz Fashion Festival wrapped up on Saturday night after a jam packed 4 days for 2014. Launching on a Wednesday night to a Gala VIP Opening with well known identities out in force on the red carpet. The glamorous opening gala provided a great preview edit of some of the runway shows of the exceptional lineup of Australian fashion for the next four days.
With a tough retailing environment for Winter for retailers, the importance of utilising this high profile consumer festival to encourage consumers to shop our Australian fashion designers couldn’t have come at a better time. A celebration of new season SS14/15 collections with 11 runway events showcasing over 60 leading Australian fashion labels including Alex Perry, Camilla, Dion Lee II, Alice McCALL, Michael Lo Sordo, Australian Fashion labels, and many more, ran between September 24 and 27. With most collections already in store or shortly about to hit stores, it was a perfect launching pad to drive consumer sales on our home shores with an ability to ‘shop the runway’ for consumers of their favourite styles.
Fashion bloggers also contributed to a runway show of Spring edits which they brought their top new season picks to the MBFFS runway. The Spring edits were compiled by high profile bloggers including Sara Donaldson (Harper & Harley), Zanita Whittington (Zanita), Kate Waterhouse (KateWaterhouse.com), Margaret Zhang (Shine by Three) and Amanda Shadforth (Oracle Fox).
Target also hit the runway showcasing their latest collections. The famed price pointed chain store has been very busy of late joining forces for more fashion collaborations aside from the Missoni for Target. In addition, there is Dannii Minogue for Target Petites, Desert Designs for Target (which showcased looks at MBFF) and Gabrielle Brown for Target, a recent winner of the National Graduate Showcase.
While the highly successful global multi-brand, Australian Fashion Labels (Cameo The Label, Keepsake The Label, Finders Keepers The Label, The Fifth Label) wrapped up Day 4 with their impending October collections for their runway show. Judging by the amount of their customers which turned up in force dressed in the labels, it was clear Mercedes Benz Fashion Festival is still an important part of showcasing Australian Fashion to loyal consumers.