How quickly six months flies by in the wonderful world of fashion, as we gathered this morning in Campbell Arcade, beneath Flinders Street Station, to launch to the ‘other’ Melbourne Fashion Event, Melbourne Spring Fashion Week. 

The City of Melbourne led festival, now in its 19th year, will host over 100 events from August 31 through to September 8, showcasing trends, the hottest looks for the warmer seasons and the gems in Melbourne’s fashion crown. This mornings launch unveiled a film, starring Kate Peck and a who’s who of the Melbourne Fashion Scene, entitled ‘Reflections’, and is a glowing tribute to Melbourne and all things style. 

Hosted by Rebecca Madden and Lord Mayor Robert Doyle, this years festival is again a celebration of all things Melbourne – Rebecca quoting Chanel and adding her own twist by saying ‘Fashion in Melbourne is not something that exists in dresses only. It is in the air we breathe.’

Reflections is a reflection (no pun intended!!) of this love of Melbourne, the Lord Mayor saying that the festival is not about frivolity or indulgence, but about smart manufacturing and smart design. With over 90% of the MSFW content being Melbourne derived, we can be sure this is true.

The MSFW: Designer runways will again be hosted at the Melbourne Town Hall, and will this year include a Resort collection runway. Over four nights (and at the bargain price of $35 a ticket), the best of Australia’s designers will strut their stuff on the catwalk and consumers will have the ability to shop the look in stores around Melbourne.

The MSFW: Hub returns to City Square, providing a live site where your lunch break can be filled with beauty, fashion and a retail wonderland. MSFW continues to support the up and comers in MSFW: Emerging, a platform where students from a variety of Melbourne Fashion Schools can exhibit their talent.

The industry events are one of my favourites and 2013 sees MSFW trial a new style of event for the business minded, a full day of thinking and opinions. MSFW: Industry provides the opportunity to learn and share, and is my weeks’ highlight.

Finally, the MSFW: Curated will pepper the week with cultural highlights. Fashion, art, food, film, design and culture will allow visitors to explore the city and discover what exactly makes us tick. Hidden in laneways and around corners, these events are both ticketed and free.

melbourne.vic.gov.au/msfw and tickets at Ticketek
Images thanks to Lucas Dawson/MSFW
T-B: Finale (Designer), David Jones (The Hub), Neo Dia (Emerging)