Home / Knowledge / News / Textiles / LMFF aims to cast off shackles of doom & gloom

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.

Must ReadView All

Pic: Shutterstock

Textiles | On 28th Mar 2020

Worldwide lockdowns, stimulus shots, raised PPE production

The global response this week to the unfolding COVID-19 crisis saw...

Pic: Shutterstock

Apparel/Garments | On 28th Mar 2020

Vietnam may outdo Bangladesh as 2nd largest RMG exporter

Though Bangladesh is now the second-largest garment exporter...

Pic: Shutterstock

Textiles | On 28th Mar 2020

Morgan Stanley rules out economic depression

With COVID-19 badly damaging the global economy, Morgan Stanley...

Interviews View All

Yash Maniyar, Rekha Maniyar

Yash Maniyar
Rekha Maniyar

Indian fashion market is growing at a staggering rate

Anvita Mehra, Confidential Couture

Anvita Mehra
Confidential Couture

‘It is going to take some time for Indian buyers to get accustomed to...

Textile Industry, Head honchos

Textile Industry
Head honchos

African fashion has a strong identity

Carmen Makover,

Carmen Makover

Leading the digital textile printing industry, Israel-based Kornit...

Saad Khaled Bari,

Saad Khaled Bari

Benetex Industries is a public ltd company established in year 1992 to...

Larry Fontana,

Larry Fontana

Italy-based Lafer SpA is one of the most innovative surface finishing...

Sachin Pendharkar, Dieffenbacher India Pvt Ltd

Sachin Pendharkar
Dieffenbacher India Pvt Ltd

Germany-based Dieffenbacher Group is a producer of high-quality composites ...

Justin Chan & Shyam Gollakota, University of Washington

Justin Chan & Shyam Gollakota
University of Washington

A fabric that can store data without any electronics or batteries has been ...

Thomas Ong P S, NanoTextile

Thomas Ong P S

Malaysian company NanoTextile Sdn Bhd taps into the potentials of...

Judy Frater, Somaiya Kala Vidya

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Priya Somaiya, Usha Social Services

Priya Somaiya
Usha Social Services

The Usha Silai label from Usha International is all set for a retail...

Jay Ramrakhiani, Occasions Elegance Wear

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

March 2020

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

Advanced Search