PayPal locks in naming rights for Melbourne Fashion Festival
Melbourne Fashion Festival (MFF) has joined forces with with PayPal, a global buy now, pay later (BNPL) leader, as its new naming rights partner.
The PayPal Melbourne Fashion Festival is Australia’s largest consumer fashion event – returning 3-12 March 2022.
The three-year partnership hopes to highlight both PayPal and the Melbourne Fashion Festival’s commitment to Australian fashion and retail industries.
PayPal offers Australia’s only no-late fee, no-interest, buy now, pay later (BNPL) service, PayPal Pay in 4. Fashion-savvy consumers can divide purchases into four interest-free instalments with no late fees when they Shop The Runway, buying from local fashion brands or from millions of stores around the globe.
With a new naming rights partner comes a new home for the Festival, as the iconic Fed Square is set to burst to life with a dedicated Fashion District featuring a pop-up Fashion Pavilion.
MFF chair Launa Inman says the partnership with PayPal is a perfect fit.
“Now in its 26th year, the PayPal Melbourne Fashion Festival is the longest-running and most culturally significant consumer fashion event in Australia, attracting thousands of fashion lovers and industry leaders to experience the best local brands, designers and retailers in world class runway productions and fashion activations.”
Festival CEO Graeme Lewsey believes the new three-year partnership brings valuable additional support to the Australian fashion industry.
“At a time when the fashion industry is recovering from the pandemic and responding to the changing retail landscape, the PayPal partnership will offer consumers increased flexibility, convenience and security in their purchases. Consumers spent on average $784 as a result of last year’s Festival, supporting the economic and creative recovery of Victoria and beyond.”
Designers will also benefit directly from the new partnership, with PayPal covering participation fees across the program, while multiple rising independent design stars will be offered bursaries to create work, engage community groups and host their own events as part of the Festival program.
Andrew Toon, general manager, payments, PayPal Australia says PayPal is committed to the continued growth and success of the Festival.
“PayPal is all about inclusion, innovation and helping Australian businesses thrive, so partnering with the Melbourne Fashion Festival to support homegrown talent, from beloved Australian brands to the next generation of designers, is perfectly aligned with our mission and values.
“We know that fashion lovers also love the convenience and flexibility of BNPL, so the marriage of Australia’s largest and most influential celebration of fashion, arts, creative ideas and shopping, with the country’s only no late fee, no interest BNPL offering, PayPal Pay in 4, is a match made in fashion heaven.”
The Festival celebrates the return to live events in Victoria and acknowledges the ongoing support of the Victorian Government in bringing an exciting public program to life. Free and ticketed, outdoor and indoor, digital and live experiences, in both undiscovered and iconic venues will be on offer.
PayPal Melbourne Fashion Festival recognises and respects the traditional owners and ancestors of the lands where the event takes place. To launch the Festival, a Welcome to Country Ceremony at Fed Square will commence the festivities, free for all to attend.
Premium Runway Shows will feature across several unique Melbourne locations with ACMI being host to many, complementing Fashion District activity at Fed Square.
The Gala Runway presented by David Jones, launches the Festival with a celebrity-studded red carpet and runway show featuring the latest looks for the new season.
While the highly-anticipated Closing Runway is expected to provide a social calendar highlight, with a showcase of daring designers and artisans including Leo & Lin, Mariam Seddiq, Sonia Cappellazzo, Paolo Sebastian, Romance Was Born, Steven Khalil and Carla Zampatti.
Live and Digital Runways features Australia’s best established and emerging designers in a series of shows featuring labels including Jason Grech, Viktoria & Woods, Bianca Spender, Bec + Bridge, Oroton and Aje.
The Fashion Weekend returns, presented by the City of Melbourne, consisting of a two-day fashion retail display.
Beauty buffs, fashion enthusiasts and fun-seekers can also experience diverse masterclasses, styling sessions, panel discussions, workshops and DJ sets at the Live Stage at Fed Square.
The Festival will land at Collingwood Yards in 2022 with a program that will champion Melbourne’s diverse range of independently spirited artists and creative communities. The Independent Runway will showcase the nation’s up and coming talents, providing a unique and iconic look at what the local Melbourne fashion scene looks like in 2022.
PayPal Melbourne Fashion Festival will launch an inaugural First Nations Fashion Industry Pathways program as part of an ongoing initiative to provide access and opportunities for First Nations people to gain work experience in the fashion industry, opening doors across the multiple professions that comprise the fashion ecosystem and facilitating increased First Nations representation. This initiative will provide support to First Nations talent with learning and training opportunities which will in turn lead to sustainable employment across the industry.
PayPal has been operating in Australia since 2005 and has 9.1 million active customer accounts.
Melbourne Fashion Festival is an annual celebration of fashion, arts, ideas and creative endeavour. Returning from 3-12 March, the 2022 Festival will present 10-days of world-class runways featuring Australia’s established and emerging designers, shopping events and experiences, styling and beauty workshops, industry seminars, networking events, exhibitions, tours, live entertainment and much more.
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topics
Andrew Toon
BNPL
fashion
Graeme Lewsey
Launa Inman
Melbourne Fashion Festival
PayPal
Paypal Australia
PayPal Melbourne Fashion Festival
This TV campaign is like a fake Gucci ad. Nothing original. Does not promote the beauty of Melbourne, instead it looks like a suburban wasteland. Also expresses no positivity in these dark times, just edgy, try hard vibes. The campaign does not fit the event. A general public event for the city of Melbourne.
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