How exciting that VAMFF, the Virgin Australia Fashion Festival, is here. For over 19 days we will see a range of incredible fashion, business and cultural events hit Melbourne, and the best thing about VAMFF is all of these fab events are ticketed and available to all of us living or visiting Melbourne.
It is the biggest consumer fashion event in Australia, and I love that consumers are the focus. Where else can you be just footsteps away from your favourite designer (hello to my favourite J’aton last year), model, fashion editor, blogger or celebrity you admire.
I also love that everything you see down the runway is available to buy- yes, you don’t need to wait for months for it to drop, you can get inspiration from the unique way it’s styled down the runway, and then you can make it yours straight away.
Last year there was such a buzz outside the Royal Exhibition Centre with food trucks and bars pumping. Aston was only a few months old at the time, so I was in that newborn haze (you know the drill, no sleep with him attached to my boob 24/7) and didn’t think I could enjoy it like usual with him on my mind, but I loved being out and about amongst the entertainment. It’s a real mood lifter.
There is a great vibe that filters through Melbourne during this period, with all my favourite bars and cafes buzzing. This is evident as soon as you step foot at the grand Exhibition Centre to attend the fashion runways. That’s not even mentioning all the other great arts, business and fashion events that will also be on offer around Melbourne (full list here) I find the business seminar’s so informative and have gone for many years. This year I will be attending the business in conversation breakfast on Thursday morning.
There are over 40 Australian designers showing this year, as this list includes some favourites of mine like Acler, Misha Collection and KitX that have never shown at VAMFF before.
This year, I went behind the scenes with a few of my favourite local designers Helen from Thurley and Michelle from Misha Collection to get a little sneak peak on why they love being involved in VAMFF and what goes into preparing for the big show.