Wonderful Wednesday started bright and early this morning – and what brilliant spring sunshine to wake up to! My day stretched before me – a feast of Melbourne Spring Fashion Week events!

First up – the Breakfast Series presented by Design Victoria and the City of Melbourne. Held at Zinc, Federation Square, the day 2 topic was Love; a seminar addressing the significance of consumer perception and consumer centeredness; and what it takes for retailers to convert products and brands into experiences. A panel of speakers presented their thoughts on brand Love, and what it means to their business – Joe Rogers, Elmwood Design; Chloe Quigley, Michi Girl; Julie Milnes & Vanessa Rochman, Metalicus & Sahil Merchant, Mag Nation.

The speakers focussed on why it’s important to create fans of your brand, the significance of being innovative and promoting interaction and feedback with your customers, and their strategies to create continual desire for their brands. 

Sahil Merchant was a particularly good presenter, showing how Mag Nation don’t take themselves too seriously and using humour as a great way to get his voice across. His discussion of strategy gave Mag Nation a human persona – they wear their heart on their sleeve, are personal, have personality and give a damn about their customer. A thoroughly entertaining start to the day, combined with great food and coffee!

Onto real work for a brief interlude, before heading to Melbourne’s GPO for the Fashion at Altitude Parades. Level one of the GPO was transformed into a spectacular u-shaped catwalk, adorned with birdcages, flowers and white garden chairs – a fabulous setting for the fabulous designers about to be on show.

Jessica Hart graced us with her presence at the early show where designers Akira, Lisa Ho, Leona Edmiston, Belinda, Gorman, Fat, Hussy, Arthur Galan AG, Wayne Cooper, Manning Cartell and Nicholangela featured the trends for the upcoming season. Orange and purple were easily noticeable among a softer colour palette, while head pieces by Paris Kyne, Master Milliner finished off many beautiful outfits all available at Melbourne’s GPO.

Just when we thought it was time to head back to the desk, the 1pm show gave us more to lust after, showcasing Max & Co, Karen Millen, Metalicus, Ben Sherman, Baccini & Hill, IM, Jigsaw, Veronica Maine, Digby’s, Christopher Chronis and finishing with spectacular creations from Brides of Melbourne. Evening wear and frocks for the Racing Carnival paraded past us and while the boys walked a bit faster, all the amazing outfits on show make you want to stop buying food and walk everywhere just to be able to purchase a few of the gems we were witness to today.

One also can’t go past the accessories provided by Georg Jensen, Mandarina Duck, Mimco, Occhio, Pandora and Secrets shhh…; or the shoes by Camper Footwear, Mimco and Nude Footwear. Accessories, shoes and hair (brilliant 50s updo’s, teasing and romanticism provided by Heading Out Hair and Beauty) really do make an outfit and the designers at GPO couldn’t possibly have done without them!

So back to the office for a few hours in my flat shoes before heading out tonight for the Designer Parade at the Town Hall at 6.30pm, followed by the Eco Luxe Parade at Docklands soon after. Tickets are still available for both, visit www.msfw.com.au, or perhaps you would rather return to the GPO for the exclusive offers only available today? Visit www.melbournesgpo.com for all the sales, discounts and VIP offers, or to find out more information on any of the designers showcased today.