Melbourne Fashion Festival Announces Virgin Australia as New Partner

This includes the evolution of the Festival's retail tourism strategy and a 'fly in and shop' mechanic that will promote visitation to Victoria for one of the country's most celebrated major events.

The Festival has championed a fleet of initiatives that support and connect the Australian fashion and creative industries, showcasing and amplifying designers locally and globally while inspiring consumers and celebrating retailers. These include the prestigious National Designer Award presented by Tiffany & Co, Red Carpet Runway, National Graduate Showcase (with a new presenting partner soon to be announced), the extensive Cultural Program including the Fashion Film Series, the Business Events Series with over five unique offerings, a brand new secondary school initiative and the Festival's 'Shop the Runway' - the original technology breakthrough enabling consumers to purchase looks direct from the runway.

Virgin3

In 2013 the Festival experienced its most successful year to date attracting almost 380,000 attendees to 149 programmed events and achieved over $63.5 million dollars worth of audited media coverage, the highest result on record.

L'Oreal Paris is still on board as the exclusive Beauty Partner and Major Partner of the Festival. It has been one of the longest partnerships Australia has seen, and will continue to positively evolve in the future.

The new Festival program highlights for 2014, campaign creative and website will be revealed at the forthcoming Campaign Launch on the evening of Wednesday 4 December 2013. More details around these extraordinary new partnerships will also be revealed. Tickets will be on sale to the general public from this date through Ticketek or online at VAMFF.com.au. Sign up to the Festival's electronic newsletter to be the first to receive all the latest program updates and premium seating exclusives.