Friday, July 26, 2013

Melbourne Spring Fashion Week Takes Off

Melbourne Spring Fashion Week Launch
Melbourne Spring Fashion Week Launch
Melbourne Spring Fashion Week Launch
I love a good fashion week, and it's not just for the garments, it's the events showcasing the art and design side of fashion that I love. This week in true Melbourne style the City of Melbourne’s 2013 Melbourne Spring Fashion Week (MSFW) was launched in an underground city arcade off Degraves Street.

Following the program launch, a specially-commissioned film Reflections premiered. Produced by Folie à Deux, the film celebrates the magic of the Melbourne and its status as the fashion and cultural capital of Australia, as seen through the eyes of a heroine who encounters iconic characters and locations synonymous with Melbourne. Featuring cameos from the variety of characters that built Melbourne’s fashionable reputation,  Reflections encapsulates the essence of this year’s MSFW program the film proves to be a visual delight of the city’s unique people and places.

The first public screenings of the Reflections film on Friday 30 August at Collins 234, Melbourne Central and Southgate will include access to exclusive retail offers.  Screening will run throughout the festival.

Here’s a glimmer of a sneak peek of Reflections...
MSFW runs from Saturday 31 August to Sunday 8 September. For program information and ticketing options visit

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