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E! Australia’s broadcast content deal with PayPal Melbourne Fashion Festival

E! Australia – a multi-platform brand dedicated to all things pop culture – is the official and exclusive broadcaster of PayPal Melbourne Fashion Festival, continuing its partnership for the fourth consecutive year with Australia’s longest-running consumer fashion event.

E! will bring local fashion to the network from 15 March, celebrating arts, technology and creative endeavours from Melbourne Fashion Festival (running from 3 – 12 March) to viewers at home.

PayPal Melbourne Fashion Festival commenced on March 3. The Curated will air on E! (channel 121 on Foxtel) from 15 March, and Culture!d from 4 April.

PayPal Melbourne Fashion Festival is open to consumers, and the E! partnership showcases content that demonstrates how audiences can replicate the festival runway looks themselves. Led by E! host Francesca Hung and fashion darling Christian Wilkins, The Curated is a “shop the runway” format, that allows viewers to purchase items directly via the QR code shown on-screen in E!’s linear content.

In addition to The Curated series, E! will create a local production, Culture!d – covering the biggest fashion and cultural trends in Australia, digging deep to understand how and why Australians’ opinions on fashion and technology are changing.

Hearing from influential figures and thought leaders, Culture!d explores the business and the consumer motivations that are driving these agendas faster and further than ever before.

NBCUniversal International, MD – Distribution, Networks and DTC ANZ, Chris Taylor, said: “We are delighted to see ‘The Curated’ format in its second year in partnership with PayPal Melbourne Fashion Festival.

“The QR code on screen allows brands to close the loop between digital and television via integrated ad solutions. By allowing multiple platforms to link together, we have given consumers the ease to self-activate the purchase funnel to conversion in a single click. We are also excited to be creating ‘Culture!d’, covering the latest trends straight from PayPal Melbourne Fashion Festival.”

Fashion festivals are the mecca for all style and beauty lovers in Australia, and PayPal Melbourne Fashion Festival offers influencers, designers, hair and beauty brands the chance to show off their flare during the ten-day program to over 175,000 people.

PayPal Melbourne Fashion Festival chief operating officer & acting CEO, Yolanda Finch, added: “We are thrilled to be working with E! again on this iconic event, and we’re excited to see the work of established and emerging designers showcased on E!’s linear and social content from PayPal Melbourne Fashion Festival. We hope audiences enjoy the glamorous, thought-provoking and fun elements that the event has to offer.”

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