Style Melbourne

Melbourne Spring Fashion Week 2010

Only 28 beauty sleeps to go until Melbourne Spring Fashion Week (MSFW) blossoms into being once again, for a sweet 16th time. This morning the steps of the Melbourne Town Hall were given a breath of life courtesy real grass, potted pansys and lavender as the MSFW lineup for 2010 was revealed. Chadwick’s model Lucy McIntosh was officially announced (a major newspaper spoiled the surprise this weekend) as the face of the event while Ruby Rose has been appointed the ambassador for the week.

Lord Mayor Robert Doyle spoke of MSFW being about “accessible fashion” and “bringing the industry to the people”. Rose spoke of her love for her hometown’s culture and looking forward to DJ-ing at the official afterparty while McIntosh admitted “everyone says we (Melburnians)  just dress in black. Yeah, we do…and we look really, really good”. Touché.

I managed to steal a moment with photographer Bronwyn Kidd who was responsible for this year’s hero shot of the face of MSFW that you will see splashed around the city. She revealed that the purple floral printed “dress” is not a designer gown but simply the draping wizardry of stylist Virginia Dowser who sourced vintage curtain fabric from a store on Bourke Street to fashion the look. How very ‘The Sound of Music’ inventive of her!

Pleased to hear that over 70% of the designers and labels at MSFW 2010 will be Melbourne-based! Limedrop and Trimapee will debut in the official runways for the first time as will Collette Dinnigan grace the catwalk with her presence.

Melbourne Spring Fashion Week MSFW 2010 Launch

L-R Dress by Dhini, Etro jacket from Christine, dress by Gorman, jacket by RMIT’s Jess Slade, dress by Toni Maticevski, jewellery by Shag, dress by RMIT’s Jack Loder, dress by Gorman,jacket and leggings by Akira, dress by Arnsdorf, suit by Arthur Galan AG.

Melbourne Spring Fashion Week MSFW 2010 Launch

Melbourne Spring Fashion Week MSFW 2010 Launch

Melbourne Spring Fashion Week MSFW 2010 Launch

Melbourne Spring Fashion Week MSFW 2010 Launch

Melbourne Spring Fashion Week MSFW 2010 Launch

Melbourne Spring Fashion Week MSFW 2010 Launch

Pretty pictures by Carlie Devine

MSFW hero shot by Bronwyn Kidd

One Thought on “Melbourne Spring Fashion Week 2010

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