At a fabulously fashionable warehouse in North Melbourne last night the L’Oreal Melbourne Fashion Festival launched it’s 2012 program to a packed and eager media and Melbourne fashion crew. It’s a different type of festival being introduced next year with a stronger emphasis on retail and shopping. Rather than using a ‘face of’ in 2012, LMFF has opted a line-up of individuals each involved for their independent sense of style, intriguing lifestyle pursuits and relationship with the Festival.
These include Nicole Trunfio (model/jeweller) Andrew (ballet dancer), Myf Shephard (model/artist), LaurenÂ (radio journalist), Vincent (artist), Micah (blogger and TopShop Stylist), SharonÂ (Restaurateur), Alexandra Agoston (Model/Presenter) and Andy (DJ/Producer). Some of these ambassadors you’ll recognise instantly with both Nicole and Alexandra well known in the fashion world. You’ll probably know Andy from the One Love CDs and the fabulously glamboyant Micah is a well known fashionista/blogger on the Melbourne scene.
Next year Megan GaleÂ will be the official Ambassador while Claudia Schiffer is rumoured to be joining her – exciting to say the least. The fabulousÂ Dita Von TeeseÂ will also be involved presenting her recent collaboration with Target as a part of the festival.
I was lucky enough to chat with a few of the faces of the festival including the fabulously glamboyant Sharron Van Haandel who was so honored to be involved:
‘It’s really so exciting’ she said ‘i’ve been involved in fashion for years and have supported the festival in different ways, to now be asked to represent the festival is incredible’.
Sharron is well known in Melbourne gastronomical circles for her restaurants The Stokehouse in St Kilda (they’ve just launched a Stokehouse in Brisbane), Mietta’s, Comme and more as a part of the Van Haandel Group. Andy Murphy, also well known around Melbourne and was also feeling pretty special at being asked ‘i’m actually really shy’ Andy said, quickly adding ‘but I do pretty good with my One Love CDs and this is really just amazing to have been asked’.
It came as a surprise to the ambassadors who upon arrival were confronted with enormous posters hanging from the walls of themselves. Melbourne radio journalist Lauren Brain was blown away ‘it was incredible’ she said ‘i walked in and there I was Â - enormous, it’s just amazing, especially if you love fashion’.
For the festival itself, they are excited about bringing fashion to everyone and getting them excited about shopping again. There will be some interesting use of technology including runway to smartphone shopping which I for one can’t wait to see executed. Â We were told to expect bright colors next year! Clashing colors, bold visuals and luminous skin. There was excitement as well in the announcement of Marie Claire workshops that will be held at Westfield Shopping Centre’s around Australia as well travel packages (in conjunction with Virgin) so all of Australia can get to the festival and have their little piece of Melbourne fashion. Dita Von Teese will present her lingerie line (recently released) in conjunction with Target, whilst the Paris Runway’s will be even more fabulous next year with a push for fashionista’s to not just watch but shop.
The full program will be launched in 2012 and I can’t wait to see what is going to be on the glamboyant agenda.
Photo’s courtesy of Elle Bugge