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2010 – The Year That Was from AMPR on Vimeo.

Melissa George is LMFF's 'Face of the Festival'

The 2011 L’Oréal Melbourne Fashion Festival (LMFF) was launched in Sydney tonight at Luxe Studios, East Sydney with many VIP guests in attendance.

Festival Creative Director, Grant Pearce spoke about exciting new elements to the 2011 LMFF Program, including:

• A refreshed Program Launch – to be held at Government House in February
• A spectacular Consumer Launch Event – launching on a grand-scale with a specific focus on broad public appeal and engagement

Grant also revealed the 2011 Festival Creative Campaign. In a coup for LMFF, the campaign features film actress Melissa George, the LMFF ‘Face of the Festival’ and was shot by internationally recognised photographer Daniela Federici. Melissa will also attend the 2011 Festival in March.

The 2011 LMFF TVC can be viewed here: http://www.lmff.com.au/festival-info/lmff-2011-tvc

He also spoke on the first of LMFF’s always world-leading international guests:

• Mikael Schiller – CEO of ACNE Studios, the immensely successful Swedish brand, where he works with the fashion, publishing and furniture divisions. LMFF is proud to announce ACNE’s famous Paper Party will be held in Melbourne during LMFF
• David Jones – Global CEO of Havas Worldwide, one of the world’s leading advertising groups, running Euro RSCG Worldwide, Arnold Worldwide and all creative, marketing services and design companies throughout the global Havas network

He then announced another special guest for LMFF in 2011:

• Jefferson Hack – Founder and Editorial Director of Dazed Group. Jefferson has pioneered new approaches in journalism, film, photography, television and digital media through magazines including Dazed and Confused and AnOther Magazine.

Grant also revealed another coup for LMFF – Alex Perry will show in Melbourne for the first time as part of LMFF. ‘Alex Perry – Red Carpet Runway’ will be a highlight of Festival and held at Melbourne’s beautiful and historic Royal Exhibition Buildings.

‘LMFF will create the perfect evening of high fashion, entertainment and glamour at the brand new feature event of the 2011 program with ‘Alex Perry – Red Carpet Runway’. This event will bring the luxury and energy of an Alex Perry runway to an iconic Melbourne location, and to a new audience.

LMFF has secured the Royal Exhibition Building as the site for this event with a view to creating a truly memorable and special occasion.  The World Heritage Site-listed Royal Exhibition Building has a long and distinguished history, standing as a treasured national landmark within the beautiful surrounds of the Carlton Gardens and positioned in classical contrast to the modern architecture of the Melbourne Museum.  The building’s interior provides the perfect setting for Alex Perry – Red Carpet Runway.  Majestic, impressively spacious and gorgeously decorated, the circular driveway with fountain leading up to the main entrance doors gives an immediate impression of prestige.’

Finally, the eight finalists for the LMFF Designer Award, presented by Woolmark and supported by Vogue were announced. Congratulations to the following finalists:

1.       Arnsdorf VIC

2.       Bassike NSW

3.       From Britten VIC

4.       Lui Hon VIC

5.       Dress Up VIC

6.       Song for the Mute NSW

7.       Laurence Pasquier NSW

8.       Ellery NSW

The winner will win a $20,000 prize, including $10,000.00 cash and a trip to attend either Premiere Vision (Paris) or Pitti Filati (Florence) as a guest of Woolmark.

The MDA are the only design awards recognising such a broad range of design categories, that are cross-disciplinary and honour all aspects of the design process. In addition, the public are able to vote for finalists after industry panels have reviewed entries.

Melbourne is the inaugural city for the program’s parent association, the City Design Awards, which has plans for Design Awards in Paris, New York, Stockholm, Helsinki and Taipei.

To enter visit www.melbournedesignawards.com.au

Spring Racing Carnival by Highpoint – Behind The Scenes from Kara Parow on Vimeo.

Currently on tour, they’re playing at the Palais in St Kilda tonight. Check them out at www.angusandjuliastone.com.au