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VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L Program Application Participate in Australia’s largest fashion event 1
VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
Contents
FASHION ARTS IDEAS
03 Australian Ready-to- 16 Independent Organisers: 28 Independent Organisers:
Wear Designers: Arts Program Ideas Program
The Festival’s Information & Application Information & Application
Signature Runways
Information & Application 19 Fashion Film Award
Information & Application
05 Independent Designers: SHOP
Offsite Runways 22 Fashion Photography
Australian Ready-to-wear designers 2017
Information & Application Award
Information & Application 31 Victorian Retailers:
08 Award for Emerging Shop Program
Fashion Designers 25 Fashion Writing Information & Application
Information & Application Mentorship
Information & Application P L E A SE NOT E:
11 Showcase for Student Information and Participation Application Forms
Designers VENUES to participate in the Festival’s runways at the
Information & Application Malvern Town Hall as part of the Fashion Weekend
presented by City of Stonnington will be provided
14 Partner with the 32 Independent Venues: from 1 September 2017.
Festival to produce your Register your venue Information and Participation Application Forms for
bespoke solo runway Information & Registration international designer brands to showcase at the
Information & Contact Festival 2018 will be provided from 1 October 2017.
2
VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L
PART IC IPAT ION G UIDE
The Festival’s Signature Runways
FASHION
PARTICIPATION BENEFITS
at the Royal Exhibition Building
Capsule collection presentation
on the Festival’s main runway with
full production services provided;
Amplification of your brand
through the Festival’s own print
and digital marketing campaigns,
including print program and
website listing on VAMFF.COM.AU;
Sales generation opportunity
through listing of outfits on the
Festival’s ‘Shop The Runway’;
Festival generated PR support*
The Festival presents ready-to-wear esigners are invited to showcase capsule A/W collections in group and editorial coverage on the
shows that are co-programmed with the editorial teams from each Festival’s digital social media
collections from Australia’s leading emerging presenting magazine partner. Magazine partners for these runways
channels;
and established designer fashion labels in a traditionally include leading titles such as Harper’s BAZAAR, ELLE Australia, Event ticketing package and
runway image pack;
Vogue Australia, GQ, InStyle, and more.
series of runways, curated and produced by Alignment with the Festival’s highly
credentialed program including
the Festival’s team of top tier professionals. Staged at the historic Royal Exhibition Building on Australia’s largest runway access to VAMFF 2018 digital asset
in front of an audience of 1500, each runway is produced to the highest pack to enable you to promote
your affiliation, including Festival
production standards including top tier model talent, styling and creative logos and imagery;
show direction by Australia’s leading stylists, premium audio visual and
Ability to reach new audiences;
lighting management, ticketing and seating management, VIP attendance,
media management. Networking opportunities through
exclusive invitations to attend VIP
S EL EC T I O N C R I T E R A PARTICIPATION F E E
industry events at VAMFF 2018.
Designers showcased in these runways are provided with a full suite of
Australian ready-to-wear designers Runway Participation Fee
participate in the Festival signature $1650.00 inc. GST programming, marketing and production services by the Festival’s team * Your participation will be briefed to media
by the Festival’s appointed PR agency during
runways by invitation and co-curation including appointed agencies. The Festival works with each designer to the VAMFF 2018 promotion period, outcomes
are at the discretion of media outlets and PR
with each aligned magazine title.
co-leverage and promote their involvement in the program, connecting cannot be guaranteed.
Participation is subject to Festival REGISTER YOUR INTEREST HERE
approval. with audiences and promoting sales at retail.
3
SIGNATURE RUNWAY
Standards include top tier model
talent plus styling and creative
show direction by Australia’s
leading stylists.
VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L
PART IC IPAT ION G UIDE
Offsite
FASHION
PARTICIPATION BENEFITS
Runways
Alignment with the Festival’s
highly credentialed program
including access to VAMFF 2018
digital asset pack to enable
you to promote your affiliation,
including Festival logos and
imagery;
Amplification of your activity
through the Festival’s own
print and digital marketing
campaigns, including print
program and website listing on
The Festival invites independent designers and stylists to apply VAMFF.COM.AU;
T I M E LINE Festival generated PR support*;
to present an Offsite Runway event on the official schedule at
Ability to reach new audiences;
VAMFF 2018. Events in this program category are self-produced 01 AUG 2017 17 NOV 2017
Applications Applications Access to Festival’s official
by independent organisers, and selected for inclusion in the open close ticketing agent to streamline
attendee registration (if
Festival’s official program, receiving associated promotional 20 NOV 2017
required);
Notification of outcome. Successful
benefits. applicants will be sent a confirmation
etworking opportunities
N
through exclusive invitations to
email with next steps instructions.
attend VIP industry events at
VAMFF 2018.
11 DEC 2017
he Offsite Runway program offers an exciting
Registration due. Participants to * Your activity will be briefed to media by the
platform for independent and emerging Offsite Runways are encouraged provide complete event details and Festival’s appointed PR agency during the VAMFF
2018 promotion period, outcomes are at the
designers and stylists to showcase their work in to be staged 11 – 18 March 2018, imagery for program and website discretion of media outlets and PR cannot be
publication. guaranteed.
innovative and cutting-edge fashion presentation however submissions for the full
formats, as part of the official program of VAMFF Festival period of 1 – 18 March 2018
01-18 MAR 2018
2018, promoting your independent creative vision will be considered. Virgin Australia Melbourne Fashion
while reaching new audiences. Festival 2018 official program dates.
5
VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L
PART IC IPAT ION G UIDE
CONDITIONS OF E N T R Y S ELECTION CRITERIA LISTING FEE
There are no
restrictions to the
format that an Offsite
The panel will only consider proposals The Festival reserves the right to reject The Festival will select proposals which: All single activity listings in the Offsite
Runway event can
which: applications, including (but not limited to) Runway program | $99.00 inc. GST
take. Applications
where:
that focus on taking
Showcase independent Australian
fashion beyond within the Festival dates,
Fall
There is a conflict of interest with designer fashion; APPLY HERE
the traditional 1 – 18 March 2018; the Festival’s values, objectives, or
runway format partners;
Demonstrate that the fashion
Showcase independent Australian content of the runway demonstrates
are particularly
fashion labels available for sale at retail
There is inadequate evidence to excellence in fashion design through
encouraged.
in Victoria at the time of the event, show that the applicant will be able to innovation, quality and production
in the categories of ready-to-wear, deliver the outcomes to the expected standards;
streetwear, couture, lingerie, athletic standards; and
and performance wear, student Facilitate engagement of the public;
graduate collections (other categories
The application does not comply
will be considered via application). with the conditions set out in this
Address the practicalities of showing
Categories that will not be considered Participation Guide. as part of the Offsite Runway including
for the Offsite Runway program confirmed content, a proposed venue,
include fast fashion, costume, dates, permits and production plans.
international brands, large enterprise
companies; In addition to runway presentations,
Offsite Runway formats may include:
Will be produced to a high standard,
adhere to all applicable laws and Performances
Occupational Health and Safety Interactive displays
regulations and the organiser Installations
is prepared to provide such Progressive runways
documentation if requested by the Interdisciplinary presentations
Festival; Solo or group shows
Are willing to cooperate with the The selection of proposed Offsite Runway
Festival to generate their own events is at the Festival’s discretion.
promotional activity, including Submitted applications will be reviewed
provision of tickets to their exhibition and selected by the Festival’s Programming
or event where relevant for team.
promotional purposes or for Festival
Board and staff;
Will provide accurate reporting
feedback (e.g. attendance numbers)
to the Festival post-activity.
6
OFFSET RUNWAYS
An exciting platform for
independent and emerging
designers and stylists to
showcase their work in
innovative and cutting-edge
fashion.
VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L
PART IC IPAT ION G UIDE
National Designer
FASHION
THE PRIZE
Award
The Award winner will receive a high
value business development prize pack
designed to acknowledge the designer(s)
significant contribution to the Australian
fashion industry, reward them for their
creativity and excellence in design, and
importantly provide resources to assist
the label’s development into the future.
The prize pack includes, though is not
limited to*:
The Virgin Australia Melbourne Fashion Presented by DAVID JONES Fully produced runway presentation
at a key VAMFF event for media and
Festival is proud to provide an esteemed industry
annual
The platform
Virgin to showcase
Australia andFashion
Melbourne nurture PAST WINNERS INCLUDE A bespoke keepsake engraved trophy
the talents
Festival is of Australia’s
proud mostan
to provide talented
esteemed Return international flights with Virgin
emerging fashion designers. 2017 KACEY/DEVLIN 2006 TV Australia*
annual platform to showcase and nurture 2016 macgraw 2005 Josh Goot Look book styling support from
Harper’s BAZAAR
2015 PAGEANT 2004 Mad Cortes
he Festival’s National Designer Award presented by David Jones
Legal, business and financial advisory
encourages excellence within the Australian fashion industry, 2014 Strateas.Carlucci 2003 Claude Maus
services
e14
acknowledging designers in their first five years of business who excel in 2013 From Britten 2002 Toni Maticevski
A cash payment of $15,000
creative design, fashion innovation, high quality manufacturing standards,
2012 Christopher Esber 2001 Sample (Vanessa
unique style and the potential to contribute to the future growth of Coyle & Natalie Wood) And much more yet to be announced.
2011 Song For
Australian fashion.
The Mute 2000 (I) peck The total prize is worth in excess of
your pun AUD $100,000*
Designers apply through a folio submission process and the Award is judged 2010 Dion Lee
1999 Glen Rollason
by a panel of industry experts in two rounds; the first via folio review to form a 2009 Romance *Full prize list will be available at time of Finalist
announcement. All prizes must be redeemed or be
shortlist of Finalists, and the second round judging involves collection Was Born 1998 Ugur lle Alijan in redemption planning by 30 June 2018 or else are
forfeited by winner. Flights will be booked through
showcase and interview processes with each of the shortlisted Finalist 2008 Friedrich Gray 1997 S!X Virgin Australia or their affiliate airlines.
designers. 2007 Yeojin Bae
8
VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L
PART IC IPAT ION G UIDE
SELECTION CRIT E R I A N O T I F I C A T I O N A N D F U R T H E R R E Q U I R E MENTS APPLICATION PROCESS
The National Designer
Award presented by David
Applicants will be judged on the extent to applicants will be notified by
All The freight, insurance and customs Applicants are required to submit a folio
Jones is open to fashion which they meet the following criteria: email of the outcome of Round One charges related to presenting the Finalists’ of work to be reviewed by the judging
designers and fashion Judging. collections at judging and event activities panel. The folio must be submitted in hard
The label demonstrates excellence in is at the Designers’ cost and liability. The copy and online and include the following
design partnerships where design and fashion innovation;
Successful Finalists will be provided Festival and its appointed production elements:
the main place of business with information to prepare for Final agency takes all care but no responsibility
is based in Australia. The
The label demonstrates a unique Round judging. for damage or loss incurred through Photographic imagery of the collection
design vision; participation in these activities. available at retail March 2018 (minimum
applying business should
Once notified, all successful Finalists six looks). Sketches or other supporting
be under 5 years of
The collections are produced with a will be required to work with creative materials may also be
high-quality level of manufacture and the Festival and their appointed provided;
establishment, having T IMELINE
attention to detail; production and PR agencies to
launched its first part or full prepare: Photographic imagery of previous
range collection after
The label has been established for less collection/s (minimum one previous
than five years; Media and PR opportunity fulfilment; collection). Sketches or other
1 January 2013. 01 AUG 2017 17 NOV 2017 supporting creative materials may also
The label has been available at retail
Winner Announcement event staged 1 Applications Applications be provided;
for at least 12 months; March 2018. open close
200-400 word design statement
A
The collections are available for Finalists will be required to present
All detailing the creative rationale of the
30 NOV 2017
commercial sale in Australia; in person to the judging panel at current collection;
Final Round judging. Finalists located Round One Judging
The business is financially sustainable; outside of the judging location will be (designers not in attendance).
Current profile, biography and head
furnished with economy interstate shot of designer/s (for potential
The label demonstrates the potential return flights to attend the judging. publicity use); and
04 DEC 2017
to make a positive contribution to the
Notification of outcome.
future growth of the Australian fashion
The winner announcement will take Application form (online).
industry. place on 1 March, 2018 as the first
official event of the Festival. This will 07 FEB 2018 The hard copy folio and supporting
Any application or acceptance to be a part include a live runway presentation of Final round judging, all Finalists documentation should be forwarded to:
of the Festival’s National Designer Award is Finalists’ collections. All Finalists must present in person to judging panel in
at the sole responsibility of the applicant be in attendance. Finalists located National Designer Award Application
Melbourne.
and the Melbourne Fashion Festival Ltd. will outside of the event location will be Melbourne Fashion Festival Ltd.
be indemnified of any risk or claims. furnished with economy interstate Suite 1, Level 5, 180 Flinders Street
return flights to attend the event. 01 MAR 2018 Melbourne, Victoria 3000
National Designer Award winner
announcement event, Melbourne.
APPLY HERE
9
NATIONAL DESIGNER AWARD
Acknowledging designers
who have the potential to
contribute to the future growth of
Australian fashion.VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L
PART IC IPAT ION G UIDE
National Graduate
FASHION
Showcase
The Festival’s National
The Festival’sShowcase
Graduate is
National Graduate Showcase
Australia’s most prestigious
is Australia’s most prestigious showcase for
OUTCOMES
showcase for the next
the next generation of Australian fashion Applicants selected to participate in the Festival’s
National Graduate Showcase will receive:
generation of Australian
design talent. Inclusion in the professionally produced
fashion design talent. runway presentation of the National Graduate
Showcase, at the Royal Exhibition Building in
March 2018;
he Festival invites tertiary fashion design graduates from
around Australia to submit applications for selection into Associated media coverage generated to
supwport the runway event;
this high-profile event.
Opportunity to network with the judging
panel, fashion industry media and designers at
Through the National Graduate Showcase, the Festival provides
exclusive functions;
talented fashion design graduates the opportunity to have
their collections presented in a Festival produced runway show Designer listing via the Festival’s digital network;
before fashion industry professionals, media and consumers. Commemorative Certificate.
11VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L
PART IC IPAT ION G UIDE
TI ME LI N E SELECTION CRIT E R I A CONDITION OF ENTRY APPLICATION PROCESS
04 DEC 2017 The National Graduate Showcase is open to Applicants are required to submit a ‘capsule
To be eligible for consideration, all
Models booked for the runway show
Applications close tertiary graduate fashion design students applications must meet the following will be a healthy standard size 8/10 folio’ of work to be reviewed by the
that fulfil the following criteria: requirements: (female bust: 86cm, waist: 64cm, hips: judging panel. The capsule folio and online
88-92cm; male chest: 38inch, hips: application must be completed including the
08 DEC 2017
The applicant must be a fashion design
Applicants are encouraged to limit their 30-32inch). Applicants are advised to following elements:
student in the final year of a tertiary submissions to A4 size; consider this when creating garments.
Notification of outcome. Successful
degree (at the time of application If you are specifically designing for a (6) A4 pages with sketches/images/
Six
applicants will be sent a confirmation
submission) or a postgraduate
The folio must be provided in hard different size range, please declare this photographs of the collection to be
letter with next steps instructions.
(having graduated mid-year in 2017) copy and soft copy on a USB; in your application; presented on the runway in March 2018
at an accredited Australian tertiary (eg. a capsule collection of six looks).
DEC 2017 education facility shortlisted by the
Individual digital files should not exceed you have produced less than 6 outfits
If These looks are to work together as
Announcement of Finalists. Finalists will Festival; 3MB each; as part of your final year collection, a group of synergistic items as well as
work with the Festival’s production team please submit the total number having strength independently;
The applicant’s submission
The Application Form must be created. You will have the opportunity
to prepare for the runway presentation,
demonstrates a unique vision, completed online; to create the supplementary number (6) photographs/images of examples
Six
and with the PR agency to create media
excellence in design and fashion of outfits so your runway presentation of previous work;
and promotional outcomes.
innovation; sketches and photographs are to
All totals 6 x exits, if you are selected as a
be clearly labelled with designer(s) Finalist; and The capsule folio and supporting
10 MAR 2018
The collection is produced with a name(s); documentation should be forwarded to:
National Graduate Showcase runway at high level of production quality and
Applicants must be available to attend
VAMFF. attention to detail;
Applicants are encouraged to bind all the National Graduate Showcase National Graduate Showcase Application
entry components together; runway, held during Festival in March Melbourne Fashion Festival Ltd.
The applicant demonstrates the 2018. Suite 1, Level 5, 180 Flinders Street
01 MAR 2018 potential to contribute to the future Melbourne, Victoria 3000
National Designer Award winner growth of the Australian fashion
announcement event, Melbourne. industry;
The work presented is solely that of the APPLY NOW
applicant; and
The judging panel’s selection decisions are confidential and final
Extensions are not possible to the
and no correspondence will be entered into. The Festival will
Application Deadline, due to judging
The application complies with the
and promotional activity plans. Please not provide critical analysis or feedback.
Conditions of Entry below.
do not email the Festival to enquire
whether your application has been Any application or acceptance to be a part
received in the post. The Festival will of the Festival’s National Graduate Showcase
contact you if your application form is at the sole responsibility of the applicant
arrives but not your posted version. and the Melbourne Fashion Festival Ltd. will
be indemnified of any risk or claims.
12NATIONAL GRADUATE SHOWCASE
Collections are presented in a Festival
produced runway show before fashion
industry professionals, media and
consumers.VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L
Bespoke Runway
FASHION
Production
The Festival welcomes Australian and ngage the Festival to produce and promote architectural blades along the front exterior of
your collection showcase onsite at the the Melbourne Museum with seating capacity
International fashion designers and Festival’s main hub, listed as a feature event in up to 400 seated guests plus standing room.
Runway timeslots will
be available from Tue 5
brands to apply to stage a solo collection the Fashion Program.
– Sat 9 March 2018,
The opportunity suits brands wanting to
showcase on the Festival’s outdoor public at 6.30pm each night.
This is a unique way for fashion brands to create and drive consumer interaction and
runway in 2018, in our onsite venue activate as an official partner of the Festival, engagement with their March collection, with
securing one of a limited number of solo a runway that forms the cornerstone of an
‘Under the Blade’ at the Melbourne
runway time slots and taking advantage of integrated campaign that can be co-leveraged
Museum. the Festival’s ‘turn key’ event and runway across Festival channels.
production services that will ensure the APPLICATION PROCESS
presentation of collections is a seamless Runways ‘Under the Blade’ must be ticketed for
process for the participating designers and the public to attend, which can be facilitated To schedule a conversation with the
Festival’s Business Development team to
brands. in complement to VIP and media guest seating. discuss this partnership opportunity and
The Festival’s marketing campaign will focus on costings further:
The Festival will fully produce your runway to consumer attendance in addition to capitalising
your brand’s creative specifications, in our on the thousands of ticketed Festival attendees
CONTACT US
unique outdoor venue positioned under the to the Precinct each night.
14BESPOKE RUNWAY PRODUCTION
The presentation of collections is a
seamless process for the participating
designers and brands.VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
Arts Program
ARTS
The Festival’s
The Festival’s Arts Program
Arts Program highlights
highlights cross-
cross-disciplinary, contemporary
disciplinary, contemporary creative practices that Proposals for self-produced
creative practices that have fashion arts and cultural activities are
have fashion at their core, and provides a platform for welcomed from:
at their core, and provides a platform
creative practitioners and arts organisations to Creative practitioners
for creative practitioners and arts
including artists, curators,
showcase their work as part of the Festival.
organisations to showcase their work as photographers, designers,
writers, dancers,
part of the Festival. performers and musicians;
Arts and cultural
he Festival’s marketing campaign is proven to reach audiences in the public
organisations including
and professional spheres, with activities listed in the official program community groups,
benefitting from the credentials and exposure of the Festival through its broach- education institutions,
reaching promotional platforms. museums, galleries,
alternative art spaces,
independent organisers
The Arts Program welcomes proposals from organisers of independently- and libraries.
produced exhibitions and events, spanning art, design, performance, film and
writing practice.
16VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
TIMELINE SELECTION CRITERA C ONDITIONS OF ENTRY LISTING FEE
PA R T I C I P A T I O N
BE N E F I T S
01 AUG 2017 17 NOV 2017 The Festival Programming team and their The panel will only consider proposals All single activity listings in the Arts Program
Alignment with the Festival’s Applications open Applications close Arts Advisory Panel will select proposals which: | $99.00 inc. GST
highly credentialed Arts which:
Program including access Fall within the Festival dates, 1 – 18
to VAMFF 2018 digital asset 20 NOV 2017
Showcase contemporary creative March 2018 (being at least some or all
APPLY HERE
pack to enable you to Notification of outcome. Successful practice; exhibition dates);
promote your affiliation, applicants will be sent a confirmation email
including Festival logos and with next steps instructions.
Present a cross-disciplinary approach
Clearly demonstrate the central role of
imagery; to fashion and the broader creative fashion in creative practice beyond the
industries, spanning across art, design, runway;
11 DEC 2017
Amplification of your performance, film and/or writing
Registration due. Participants to provide
activity through the practice;
Will be produced to a high standard,
Festival’s own print and complete event details and imagery for adhere to all applicable laws and
digital marketing campaigns, program and website publication.
Facilitate engagement of the public Occupational Health and Safety
including print program and with fashion in all forms; and regulations and the organiser
website listing on VAMFF. 01-18 MAR 2017 is prepared to provide such
COM.AU; Virgin Australia Melbourne Fashion Festival
Contribute a unique and intelligible documentation if requested by the
2018 official program dates. point of view on fashion’s presence in Festival;
Festival generated PR contemporary culture.
support*; willing to cooperate with the
Are
Festival to generate their own
Ability to reach new No Deadline Extensions promotional activity, including
audiences; provision of tickets to their exhibition
or event where relevant for
Access to Festival’s official promotional purposes or for Festival
ticketing agent to streamline Board and staff; and
attendee registration (if
required); and
Will provide accurate reporting
feedback (e.g. attendance numbers) to
etworking opportunities
N the Festival post-activity.
through exclusive invitations
to attend VIP industry
events at VAMFF 2018.
* Your activity will be briefed to media
by the Festival’s appointed PR agency
during the VAMFF 2018 promotion period,
outcomes are at the discretion of media
outlets and PR cannot be guaranteed.
17ARTS PROGRAM The Festival’s Arts Program highlights cross-disciplinary, contemporary creative practices that have fashion at their core.
VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
VAMFF 2018 Fashion
ARTS
OUTCOMES
Film Award
The top 7 Australian and top 3 International
selected films will receive the following exposure:
Online streaming of your film at vamff.com.au;
Screenings of your film on the Festival Plaza at
the Melbourne Museum, as part of the official
week of runways at the Melbourne Museum
Precinct during VAMFF 2018;
Screenings of your film in rotating content
shown on the Fed Square big screen
throughout the Festival;
The Festival’s Fashion Film Award is the longest-running
Screenings of your film at the Fed
and leading platform in Australia for the exposure and Square screen;
recognition of creative talent in the local and global fashion Screening of your film prior to feature length
films across cinema networks nationally
film industries. through Val Morgan (subject to the film being
no longer than 3 minutes maximum);
Editorial coverage and film featured on russh.
com (at the discretion of RUSSH editorial
he Fashion Film Award places a to over 220,000 physical and virtual team);
deserving spotlight on fashion films audiences. Watch compilation of the
Inclusion of your film in content available on
as a key communication medium for 2017 Fashion Film Series Finalist Films
the Virgin Australia’s Wireless Australia In-
both fashion designers and filmmakers, here. Flight Entertainment System (content subject
and for their ability to enable audiences to prior approval by Virgin Australia); and
to experience fashion in innovative and The Festival invites Australian and Networking opportunities through exclusive
creative ways. International emerging and established invitations to attend VIP industry events at
VAMFF 2018.
filmmakers to submit short fashion films
In 2017, the Australian and International to be judged by a panel of industry
finalists’ short films were screened professionals.
19VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
T IM EL I N E SELECTION CRIT E R A CONDITIONS OF ENTRY APPLICATION PROCESS
01 AUG 2017 17 NOV 2017 Applicants will be judged on the extent To be eligible for consideration, all films The Festival encourages filmmakers to
Applications open Applications close to which they meet the following judging must meet the following requirements: submit films that are as close to finished APPLY HERE
criteria: as possible. Works-in-progress and
The film must be 9 minutes or less rough cuts will only be accepted on these
20-25 NOV 2017 The film celebrates and showcases (including credits); conditions:
Judging. Australian and/or international
fashion – either multi brand or a single The film must have been completed The only stages to be completed are
27 NOV 2017 designer; after 1 July 2016; colour grade, final sound mix or credits
Notification of outcome. Successful (film must be at picture look stage);
applicants will be sent a confirmation The film demonstrates a unique point The film must not profile in any
email with next steps instructions. of view; significant way any competing A work-in-progress/rough cut can only
partner/s of the Virgin Australia be submitted in the late submission
The film is innovative; Melbourne Fashion Festival; period;
01 DEC 2017
Registration including submission of final The film has a strong directorial style; The film must be consistent with the You have discussed your submission
film edit due (films not submitted by this Festival’s values. It must not present with the Programming team at the
date will miss out on some benefits awarded The film is produced with a high quality the use of drugs including alcohol, Festival and have had your film
by VAMFF). of production; narcotics and tobacco; clothing which approved for submission as a work-in-
contains animal fur, under-aged people progress/ rough cut;
01-18 MAR 2018 The applicant(s) demonstrates the in a sexualised manner;
potential to contribute to the future You understand that the film will only
Virgin Australia Melbourne Fashion Festival
growth of the Australian / international As the selected films will be displayed be accepted for submission once. The
2018 official program dates.
fashion film industry; and in public spaces, a “G” rating Festival will not accept a film previously
classification (or equivalent) is required submitted, even with significant
The film complies with the Conditions for all content. “G” classified media is changes.
of Entry. for general viewing. The film must not
incite, encourage or present violence,
The judging panel’s selection decisions intolerance or brutality in any form;
are confidential and final and no depict nudity, explicit sexual activity or
correspondence will be entered into. The crude or indecent language.
Festival will not provide critical analysis or
feedback.
20FASHION FILM AWARD
A deserving spotlight on fashion
films as a key communication
medium for both fashion
designers and filmmakers.VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
Fashion
ARTS
Photography
Award
The Virgin Australia
The Virgin Australia
Melbourne FashionMelbourne
Festival The Festival’s Fashion Photography Award encourages
professional fashion photographers to submit their best
is proud
Fashion to provide
Festival a provide
is proud to new fashion photograph taken in 2017, to be judged by an
OUTCOMES
platform to showcase the esteemed panel of fashion and photography experts, plus
a new platform to showcase the skills The 10 winning photographers will receive the following exposure:
skills of Australia’s a ‘People’s Choice’ award conducted online and open to
of Australia’s most talented fashion voting by the entire VAMFF community.
Exhibition display of your photograph at the Festival’s hub at the
most talented fashion Melbourne Museum Precinct, as part of the official week of runways
photographers.
photographers.
during VAMFF 2018 to be viewed by over 40,000 public, media and
industry attendees;
The top ten winners will have their work displayed online
on VAMFF’s official channels and in an exhibition at VAMFF’s Social media coverage and PR opportunities;
venue hub at the Melbourne Museum Precinct during
ighlighting the important role photographers play “VAMFF 2018 Fashion Photography Award Winner” laurel;
Festival week.
within the fashion industry, the Fashion Photography Photographs will be displayed on the Fed Square big screen at the
Award celebrates innovation, excellence, creativity, Festival’s Fashion Film Popcorn Screening; and
unique style and work that contributes to the growth and Photographers are invited to apply through an Networking opportunities through exclusive invitations to attend VIP
reputation of Australian fashion. online submission process. industry events at VAMFF 2018.
22VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
T IM EL I N E SELECTION CRIT E R A APPLICATION PROCESS
01 AUG 2017 17 NOV 2017 Applicants will be judged on the extent
Applications open Applications close to which they meet the following judging APPLY HERE
criteria:
20-25 NOV 2017
Audience judging. The submitted photograph celebrates
and showcases Australian and/or
international fashion – either multi
01 DEC 2017 brand or a single designer;
Notification of outcome. Successful
applicants will be sent a confirmation email The photographer demonstrates a
with next steps instructions. unique point of view and innovative
approach to both the photographic
01 DEC 2017 artform and the showcasing of fashion;
Registration including submission of
The photograph has been produced
artwork due.
with a high quality of production;
01-18 MAR 2018 The photograph demonstrates
VAMFF Official Program dates excellence in technical, visual /
aesthetic, content and general
characteristics criteria and provokes a
strong viewer response;
The applicant(s) demonstrates the
potential to contribute to the future
growth of the Australian / international
fashion industry; and
The photograph submission complies
with the Conditions of Entry.
The judging panel’s selection decisions
are confidential and final and no
correspondence will be entered into.
The Festival will not provide critical analysis
or feedback.
23FASHION PHOTOGRAPHY AWARD
The Fashion Photography
Award celebrates innovation, excellence,
creativity, unique style and work.VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
Fashion Writing
ARTS
OUTCOMES
Mentorship
Fashion Writing Mentees will have the
opportunity to:
Work with their mentor on a piece of
professional writing which may be published in
their mentor’s publication;
Develop relationships with industry
professionals and peers;
Have a series of one-on-one sessions (either
in person or via a digital platform) with their
mentor;
Write at least one article to be published
in one of the Festival’s eDMs, VAMFF blog,
through the Festival’s social media, and/
or in one of the Festival’s cultural affiliate
organisation’s print or online media (content
The Festival’s Fashion Writing Mentorship hrough a mentorship opportunity with a leading, dependent);
established fashion writer, emerging writers will be
supports and amplifies creative talent provided with a platform for, and exposure of, their work.
Be featured in the Festival’s official marketing
collateral;
within the writing, journalism and blogging Receive publicity and promotion, including
For the 2018 mentorship, the Festival invites aspiring (at the Festival’s discretion) being featured
communities. Embracing a range of fashion Australian fashion writers to submit short writing samples through the Festival’s social media and PR
campaigns;
writing styles, the Fashion Writing to be judged by a panel of industry professionals. From
these submissions, finalists will be selected to take part in Communicate alignment and affiliation with
Mentorship includes critique, reporting, the mentorship program. the Festival’s Fashion Writing Mentorship,
leveraging the Festival’s credentials; and
journalism (long and short form) and
Attend VIP industry events at VAMFF 2018
fiction/non-fiction creative writing. The Fashion Writing Mentorship mentors will be
through exclusive invitations.
announced shortly on the Festival website.
25VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
T IM EL I N E SELECTION CRIT E R A CONDITIONS OF ENTRY APPLICATION PROCESS
01 AUG 2017 17 NOV 2017 Applications will be assessed on the Applications will only be received in the
Applications open Applications close quality and extent to which they meet the requested format and no extensions will be APPLY HERE
following selection criteria: granted to the deadline date. The Festival
reserves the right to reject applications,
20-25 NOV 2017 The applicant demonstrates a unique including (but not limited to) where:
Judging. point of view and comprehensive
understanding of the fashion industry; There is a conflict of interest with
27 NOV 2017 the Festival’s values, objectives, or
Notification of outcome. Successful The applicant has a strong and partners;
applicants will be sent a Registration Form distinctive writing style;
and will be introduced to mentors for direct There is inadequate evidence to
The applicant demonstrates the show that the applicant will be able to
liaison ongoing.
potential to contribute to the future deliver the outcomes to the expected
growth of fashion writing in Australia; standards;
DEC 2017
March 2018: Mentoring process. The writing samples presented are The writing sample(s) submitted
solely those of the applicant. with the application is/are about a
01-18 MAR 2018 promotional offer, sales or marketing
Virgin Australia Melbourne Fashion Festival To apply to be considered for the 2018 campaign or is/are sponsored by the
Fashion Writing Mentorship, applicants must label/product that is featured; and
2018.
be Australian citizens.
The application does not comply
The judging panel’s selection decisions with the conditions set out in this
are confidential and final and no Participation Guide.
correspondence will be entered into. The
Festival will not provide critical analysis or
feedback.
26FASHION WRITING MENTORSHIP
Supporting and amplifying creative
talent within the writing, journalism
and blogging communities.VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
Ideas Program
IDEAS
PARTICIPATION BENEFITS
Alignment with the Festival’s
highly credentialed Ideas Program
including access to VAMFF 2018
digital asset pack to enable you to
promote your affiliation, including
Festival logos and imagery;
Amplification of your activity
through the Festival’s own print
and digital marketing campaigns,
including print program and
website listing on VAMFF.COM.AU;
Festival generated PR support*;
The Festival’s Ideas Program is a platform he Festival owns and produces a Business Events
Program consisting of seminars, breakfasts and Ability to reach new audiences;
providing thought leadership and business forums that span a range of contemporary business topics,
Access to Festival’s official
through keynote and panel discussions with international
based discussion that enhances the local business luminaries in the fashion and design
ticketing agent to streamline
attendee registration (if required);
capabilities and capacity of the Australian spheres.
Access to Festival-produced
event pre-sales for participating
Fashion Industry. It has an emphasis on In addition to these events, the Festival welcomes organisations and their databases;
and
proposals from organisers of independently-produced
innovation and inspiration with a practical and activities to be included in the official VAMFF 2018 Ideas Networking opportunities through
exclusive invitations to attend VIP
instructive approach to conducting business Program.
industry events at VAMFF 2018.
in the global creative community. The Festival’s marketing campaign is proven to reach
audiences in the public and professional spheres, with
* Your activity will be briefed to media by the
activities listed in the official program benefitting from Festival’s appointed PR agency during the VAMFF
2018 promotion period, outcomes are at the
the credentials and exposure of the Festival through its discretion of media outlets and PR cannot be
guaranteed.
broach-reaching promotional platforms.
28VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
T IM EL I N E SELECTION CRIT E R A CONDITIONS OF ENTRY LISTING FEE
01 AUG 2017 17 NOV 2017 The panel will select proposals which: The panel will only consider proposals All single activity listings in the Ideas Program
Applications open Applications close which: $99.00 inc. GST
Provide discourse and learnings around
contemporary practice in the fashion Fall within the Festival dates, 1 – 18
20 NOV 2017 and design industries; March 2018;
Notification of outcome. Successful APPLY HERE
applicants will be sent a confirmation email Facilitate engagement of the public as Offer insightful, qualified, and
with next steps instructions. well as within industry; and professional business advice and
discussion that is intrinsically relevant
11 DEC 2017 Contribute a unique and intelligible to the fashion and design industries in
Registration due. Participants to provide point of view on creative or Australia;
commercial themes affecting fashion
complete event details and imagery for
today and into the future. Demonstrate a unique point of view,
program and website publication.
high level of innovation, educational
and/or inspirational value in the event
01-18 MAR 2018 theme;
Virgin Australia Melbourne Fashion Festival
2018 official program dates. Will be produced to a high standard,
adhere to all applicable laws and
Occupational Health and Safety
regulations and the organiser
is prepared to provide such
documentation if requested by the
Festival;
Are willing to cooperate with the
Festival to generate their own
promotional activity, including
provision of tickets to their exhibition
or event where relevant for
promotional purposes or for Festival
Board and staff; and
Will provide accurate reporting
feedback (e.g. attendance numbers) to
the Festival post-activity.
29IDEAS PROGRAM
Practical and instructive approach to
conducting business in the global creative
community.VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
Shop Program
P ARTICIPATION BENEFITS TIMELINE
SHOP
Amplification of your activity 01 AUG 2017 24 JAN 2018
through the Festival’s own digital Applications open Applications close
marketing campaigns, including
website listing on VAMFF.COM.AU; 25 JAN 2018
Notification of outcome. Successful
Alignment with the Festival’s highly applicants will be sent a confirmation email
credentialed program including with next steps instructions.
access to VAMFF 2018 digital asset
pack to enable you to promote your
02 FEB 2018
affiliation, including Festival logos
Registration due. Participants to provide
and imagery;
complete event details and imagery for
website publication.
Festival generated PR support*;
When the
When Festival
the Festival waswas
established in Victorian fashion retailers are invited to submit
concepts for live activities held in-store, that connect Ability to reach new audiences. 01-18 MAR 2018
established in 1996, Victoria’s
1996, Victoria’s political and fashion existing and new customers with their unique offering
Shop Program at the Virgin Australia
Melbourne Fashion Festival 2018 (featuring
political and fashion industry
industry leaders had a vision of and inspire them to shop shop shop. * Your activity will be briefed to media by the Festival’s
appointed PR agency during the VAMFF 2018 promotion
retail activities throughout Melbourne and
leaders had a vision of period, outcomes are at the discretion of media outlets
regional Victoria).
creating
creatinga public festival
a public that would
festival that And if you are a retailer located in the City of
and PR cannot be guaranteed.
17-18 MAR 2018
‘get
wouldthe‘get
tills ringing’ across
the tills the State.
ringing’
Stonnington, your events will be scheduled on the Fashion Weekend In Stonnington (featuring
retail activities in City of Stonnington
final weekend of the Festival (17- 18 March 2018) in C ONDITIONS OF ENTRY
precincts).
across the State. a separately promoted schedule, Fashion Weekend
In Stonnington, part of the Festival’s Shop Program.
Shop Program activities may take the No Deadline Extensions
festival that celebrated the best fashion on offer, form of:
profiling designers and driving customers in store. Limited discounts and incentives are recommended
Collection presentations
21 years on and that same vision drives the dynamic in conjunction with the live activities to encourage PARTICIPATION FEE
Window installations
programming of the Virgin Australia Melbourne Fashion attendance and engagement through this Program. Meet & greet with designers
Festival. All activities on the Shop Program are self-produced Film screenings
Styling workshops It is free to list your activity in the Shop
by their organisers; the Festival encourages organisers to Parties Program.
And so, the Festival is proud to present a program of retail promote their activities utilising the digital asset Forum discussions
Pop-up shops
experiences to delight shopaholics and fashion enthusiasts pack provided by the Festival.
Other
innovative styles of events APPLY HERE
alike – the Festival’s Shop Program. welcomed
31VIRGIN AU S T R A L I A ME L B O URNE FA S HI ON F E S T I VA L PART IC IPAT ION G UIDE
Venue
VENUES
Registration
The Festival’s Program offers an he Festival team are often asked for venue recommendations by these
organisers and we love being able to connect them with venue operators
exciting platform for independent who are keen to fill their spaces with fashion and creative activity.
fashion creators to stage self-
The Festival is therefore calling for owners and managers of event,
produced events that are performance and gallery spaces in Melbourne and regional Victoria to register
their interest in providing their space for Festival activity which will take place
promoted through the highly-
1 - 18 March 2018.
credentialed VAMFF Program.
We will contact you by email if a potentially suitable activity is identified, and
connect you directly with the organiser if it’s of interest to you.
The Festival is also calling for cinemas in Melbourne, regional Victoria and
interstate who may be interested in hosting a screening of the Festival’s
REGISTER YOUR VENUE HERE
Fashion Film Award 2018.
32VENUE REGISTRATION
An exciting platform for independent fashion
creators to stage self-produced events
promoted through the highly-credentialed
VAMFF Program.Look forward to having
you on board for the
Melbourne Fashion Festival 2018.You can also read
