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LMFF aims to cast off shackles of doom & gloom
Feb '10
The 2010 L'Oréal Melbourne Fashion Festival (LMFF) launches March 14 with eight days of must see fashion and cultural events. Renowned as the largest consumer fashion event in the world, LMFF launches the latest available collections of Australia's leading designers and consumer brands with inspirational and engaging activities.

In 2010 LMFF aims to casts off the shackles of doom and gloom, making a powerful and positive statement. Karen Webster said, “This is the year we really wanted to raise the bar. While the last twelve months have seen a cultural and economic shift, the Festival has been a beacon of optimism”. The creative theme of the LMFF 2010 campaign, created by the exceptional team at paper stone scissors, is upbeat, uplifting and engaging evoking fun and happiness.

“LMFF is proud to bring together Australia's best creatives to showcase our fashion and celebrate our industry's innovation. It is time to join together, celebrate and have fun,” said Karen. The majestic surrounds of Government House will set the scene for the Festival's exclusive Opening Party presented by L'Oréal Paris and Champagne Devaux as the style talents at Harper's BAZAAR together with Edward Coutts Davidson present a special fairytale inspired 'fashion moment' to launch the Festival.

New initiatives:
Now more than ever individuals have the power to create and define trends thanks to the rise of fashion bloggers and commentators across the world who are sharing real people's style and inspiring looks. In 2010 the Festival launches a new initiative aimed at celebrating personal style and individuality. The LMFF Style Celebration presented by Spotlight will play host to an array of activities, celebrity appearances, workshops, giveaways and live entertainment.

In 2009 the Festival launched a new initiative that marked a new phase in supporting the growth of the Australian fashion industry. The LMFF Student Showcase - 'Metamorphosis' was aimed at providing leading fashion design graduates with a unique platform to present their collections. In 2010 'Metamorphosis' has gone national thanks to the support of presenting partner Sportsgirl whose combined efforts will champion the future of Australian fashion.

Metamorphosis will continue to complement the support given to the exceptional future talent of the Australian fashion industry by the LMFF Designer Award presented by Woolmark. This premium fashion award has been instrumental in shaping the careers of designers including Yeojin Bae, Toni Maticevski, Mad Cortes, Claude Maus, Josh Goot, Ben Pollitt (Friedrich Gray) and Luke Sales & Anna Plunkett (Romance Was Born) – all previous winners.

Runway Fashion: Be ready to go WOW as over 1500 fashion devotees at each show will be immersed in the excitement, glamour and beauty of the Festival as the L'Oreal Paris Runways take centre stage at the transformed space at Peninsula, Central Pier. The seven world-class runways will feature a dynamic mix of Australian and International designers, complemented by the latest looks in hair and makeup by L'Oréal Paris Make-up Director Rae Morris and L'Oréal Professional Hair Directors Brad Ngata and Caterina DiBiase.

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