PayPal Melbourne Fashion Festival unveils new creative campaign and extended dates

PayPal Melbourne Fashion Festival has rolled out extended program dates and a new creative campaign.

The announcement:

Today, PayPal Melbourne Fashion Festival reveals its new creative campaign and extended programme dates, with the Festival kicking off from Saturday 24 February and running to Saturday 9 March 2024.

The extended 15-day schedule will create a renewed focus on the Festival’s renowned Independent Programme in the first week of the Festival (24 February – 3 March), ensuring consumers have even more time and opportunities to engage with the unique nature of fashion in Melbourne and Victoria. The curated selection of events is brought to life by design innovators, creatives, education institutions and community organisations, and highlights the depth, diversity and energy of contemporary cutting-edge Victorian fashion.

PayPal Melbourne Fashion Festival, chief executive officer, Caroline (Ralph) Ralphsmith said: “In 2024, we are excited to bring to life a Festival that gives Australians more access than ever before to the creativity, craftsmanship and culture of our rich local fashion industry and create more meaningful conversations around emerging talent, social trends, creative industries and the role fashion plays in our society.”

The Festival’s fresh, new 2024 creative campaign amplifies a bold, aspirational and uniquely Victorian edge. It invites the audience to “Find Your Fashion”, encouraging an exploration and discovery of style and self throughout all aspects of the Festival. The elevated imagery features both emerging and established talent from across Victoria including designers, models, stylists and creatives.

Fashion photographer Jordan Drysdale, and stylist Joseph Leone, led a team of local creatives to bring to life this dynamic and joyous campaign. Jordan’s work has been recognised on a global scale, featuring in Vogue Australia, Dazed, Wonderland and i-D. Joseph started his career as a volunteer at the Festival, styled the Festival’s National Graduate Showcase in 2023, and has worked with Christopher Esber, Vogue Australia and RMIT’s School of Fashion and Textiles.

Visit Victoria continues as a major supporter of PayPal Melbourne Fashion Festival, celebrating Melbourne’s position as the fashion and events capital of Australia.

Minister for tourism, sports and major events, Steve Dimopoulos MP said: “As a long-standing partner, we’re proud to support this fantastic event that celebrates Melbourne’s unique fashion flair while attracting visitors to our city. The Festival has the power to bring fashion lovers from all walks of life, from all over the county, together in celebration while providing a boost to our creative industries and tourism businesses – showcasing Melbourne’s fashion to the rest of Australia and the world.”

Global leader in payments and buy now, pay later, PayPal, will return for its third year as the Festival’s naming rights partner.

General manager, PayPal Australia, Andrew Toon said: “Fashion is a leading interest among our nine million Australian customers, and we support more than 100,000 Australian fashion designers and retailers to sell securely online. We are delighted to partner again to help bring the best of Australia’s innovative and inclusive fashion design to our customers wherever they are across the country, enabling them to securely pay now or pay later online.”

Now in its 28th year, Australia’s largest consumer fashion event will see the return of its iconic Premium Runway Series and Fashion Forecourt to the Royal Exhibition Building (4 – 9 March 2024), showcasing an increased number of different world-class runways with Australia’s most celebrated emerging and established designer talent to crowds of over 3,000 people per night.

Chief executive officer and director, Museums Victoria, Lynley Crosswell said: “Museums Victoria is delighted to collaborate once again with PayPal Melbourne Fashion Festival, transforming the Royal Exhibition Building into a vibrant celebration of Victorian and Australian fashion. With its grandeur and historical significance, this building is an apt canvas for our evolving fashion narrative, and an enduring witness to the ever-changing landscape of our city’s culture, creativity and style.”

The Festival will continue its tradition of nurturing the future of fashion at all stages of development, with the initial stages of its Industry Development Programme already in full swing. Returning in 2024 include the highly coveted National Designer Award presented by David Jones, National Graduate Showcase, Fashion Film Awards and Fashion Writing Programme.

PayPal Melbourne Fashion Festival’s full 2024 programme and tickets will be released in December 2023.

Source: AMPR group


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