Posts Tagged ‘MSFW’

The 3rd to 9th of September the Australia’s fashion crowd was gathered in Melbourne Town hall  for a week of runway shows, exclusive party’s, and fashion.  It was the 18th time Melbourne spring fashion week (MSFW) was arranged and according to the bloggers, designers and the fashion minded people it keeps getting better.

Fashion blogger Dyen ( was at all the shows this year and was really satisfied with the week and the development within Australian fashion.

-I guess Melbourne fashion week are new on the global stage, but there are some designers who are started to get noticed in the US and Europe. Australian fashion has a lot of details bur are not overly dramatic, it is really relaxed and layback and represent Australia in a good way. This has been the first year I really got to be here and take pitchers during runway shows and it has been the best fashion week I have attended so far. Its been really enjoyable.

A place to see and be seen.

With so many fashion interested people under one roof , you have to really stand out if you want to  get noticed. And both the models on the  runaway and  the guests where dresses in creative outfits. Hair dipped in pink paint , leather sweaters, big hats and sexy dresses, under you’ll find  pictures from this springs fashion week.

Fashion and social media side by side.

The fashioned minded people  also participated trough social media.  On instagram you’ll find over 7000 pictures from the  week under the hashtag #MSFW and the twitter feed is still going strong under the same hastag. A link to the feed:!/search/?q=msfw&src=typd

By Jayme O’Donoghue.

A gathering force of Melbourne designers and fashion intellects are diligently creating the opposite to fast fashion. They are creating slow fashion, fashioning in the concept of sustainable clothing.

This year, Melbourne Spring Fashion Week emphasised ethical and sustainable fashion production and design more than ever. In collaboration with Textiles and Fashion Industry Australia, MSFW held sustainable fashion seminar and display, “In Our Own Backyard.” It demonstrates the strong focus that Melbourne’s fashion industry is putting on quality and lasting fashion – all which will reduce our carbon footprint.

“In Our Own Backyard” Seminar
Photo by Jayme O’Donoghue.

The seminar’s facilitator, RMIT Textile and Fashion Hub teacher and Country Road Corporate Responsibility Manager, Eloise Bishop, passionately believes in the value of shopping sustainably. With the sudden bursts of international fast fashion chain stores, such as Zara and Topshop, she believes consumers will soon revert back to a slow fashion process. She says, “consumers are showing a stronger interest than ever before in fashion with authenticity and integrity.”

The environmental impact of mass produced clothes is beginning to hit home too. Although Australia’s sustainable product market is worth $26 billion, as individuals, we still produce 30 to 40kg of textile waste per year. To overcome this, Mayor Doyle states that Melbourne will  open itself to more sustainable clothing production.

A display of sustainably and ethically made garments was on show at the “In Our Own Backyard” seminar.
Photo by Jayme O’Donoghue

From a designing and branding point of view, Bishop believes that producing sustainably creates a “differentiated and innovative brand.” And one designer, whose sustainable design techniques have created just that, is Materialbyproduct designer, Susan Dimasi. With a deep appreciation for simplicity, she constructs her garments solely with high quality materials, including silk, wool and leather.

On how sustainability is at the core of her business in creating personalised clothes for clients she says,

“my brand is based in designing systems not things. The system that is most talked about in connection to sustainability is the way I cut material. I create very minimal cuts to generate minimal waste.”

Dimasi’s process is almost poetic. Her pleating follows the human form, aiming for ease of movement and to finish the piece, hand-stitching and silk binding are employed. See for more information on Dimasi’s process.

Unhurried and deeply customized products are why slow fashion is gaining demand. Creating investment pieces, in our economic hard times many consumers are shifting from disposable and novelty fast fashion to ethical fashion.

Dimasi’s highly intricate sustainable designs

Dimasi says, “fast fashion makes slow fashion feel and seem more special. It is this contrast which is appealing more and more to fashion savvy, loving shoppers.”

The personalization that slow fashion allows is also what makes Matt Thomson’s handmade bag label, Mattt, truly unique. Thomson designs compact, light and durable bags. Their simple shapes mean less waste and the high quality and local materials used create a lifetime guarantee. Packaging is also recyclable and biodegradable.

The sustainability allows the bags to become attached to great stories and adventures. Thomson says,

“My customers have deep relationships with their Mattt bags. It has travelled around the world with them or they bought it when they had their first child. It becomes a badge of honor.”

Importantly, Thomson adds, “If the bag breaks, customers want it repaired.”

Repairs and alterations are other sustainable fashion avenues and ones that Karen Rieschieck, owner of high clothing store, Alice Euphemia, wants to educate consumers on.

The creative Alice Euphemia store front

Albeit an old fashion concept, up cycling or repairing of clothes can extend a garment’s life, reduce textile wastage and make wardrobes more individual.

Rieschieck says,

“we need to remind customers that pieces can be taken to an alteration service. Wardrobe pieces can be transformed again and again. It isn’t the end of a garment’s life just because it has a stain or hole.”

Consumers can also be sustainably fashion forward by purchasing from local designers and stores who produce onshore. Local production and design increases material and quality control and reduces the environmental impacts of international transport and shipping.

Dimasi and Reischieck talking sustainable fashion.
Photo by Jayme O’Donoghue

Overall then, sustainable clothing must be fashioned past being a trend itself, to simply and unquestionably being apart of how we style ourselves.

For more information on Alice Euphemia see

To see more on Matt Thomson’s bags see

And to learn about the lifecycle  and environmental impact of clothes go to

Tomorrow’s Heroes of the Runway.

Posted: September 26, 2012 by jessnunquam in Arts & Culture, Melbourne
Tags: , , ,

Australia has offered the world exceptional fashion designers in the works of Alex Perry, Lisa Ho, Collette Dinnigan, Peter Morrissey and many more. But who are the up and coming designers that have the same clarity, attention to detail, worldwide presence and excellent rapport that these successful designers already have? The answers lie within the emerging designer series featured at Melbourne Spring Fashion Week.

Menswear is becoming more prominent on Australian Runways.
(Sportscraft Runway)

Melbourne Spring Fashion Week features an array of designer series, but also encompasses emerging designers, those that are presenting their labels to the fashion world and are in fact tomorrow’s heroes of the runway.

Melbourne Spring Fashion Week is in its 18th year, and was run from the 3-9th September in City Square and Melbourne Town Hall. Along with the shows and free workshops, Melbourne Spring Fashion Week kept fashion enthusiasts updated with Facebook news, Twitter feeds, Youtube videos and also had a resident blogger on board providing reviews from each day.

Thursday 6th of September included the Tomorrow’s Heroes runway, part of the emerging designer series during Melbourne Spring Fashion Week, featuring up and coming local designers who all have extremely promising futures.

The brands that were featured were Catherine Leon, Orri Henrisson, Kinoak, Livia Arena, Neo Dia, Pageant and Thursday, Sunday. These emerging designers are only in the early stages of their fashion labels, but all have extremely promising futures.

The stand out collection was by Neo Dia, a collaboration effort by RMIT graduates Gavin Lowes and Becky Chua who created their Spring/Summer 2013 collection with beautiful lines, solid colours and highly flattering clothing.

Calvin Chong is an inspiring fashion blogger and publisher who runs Vanity Press, which has evolved from personal rants into a successful fashion blog with runway reviews and fashion articles. His interest in fashion stemmed from a young age, helping his sister and mother choose clothes and carrying their shopping bags for them, and after volunteering at a Versace trunk show that shook him to the core (in a good way) whilst studying communications at university, it seemed destined that he would start a career in fashion publishing.

Calvin Chong

Calvin Chong, editor of Vanity Press

Calvin also attended the Tomorrow’s Heroes runway supporting the up and coming designers and finds due to their financial and resource restrictions,

“mainstream media often neglects them that a self publishing media like a blog are one of the main sources of exposure they get. So I am moved to help them in any way I can to introduce the world to Australia fashion.”

Calvin’s highlights of the show included Orri Henrisson, “unique and unconventional” and Neo Dia, “it was like origami perfection”.

Pageant and Orri Henrisson featured their male collections on the Tomorrow’s Heroes runway, showcasing menswear with an emphasis on detail and a quality which evoked a sense of empowerment for men in the fashion industry.

Calvin finds showcasing menswear in Australia compared to the international stages of Milan with their exclusive menswear fashion week still lacks exposure, but there are many emerging brands starting to come out and showcasing unique menswear collection.

“Australia is currently going through a massive evolution in fashion, as we can see earlier this year we have our first ever Australian Fashion Week that showcases upcoming season collections like the international runway which is more of a industrial event for media, buyers, and insiders and not consumer focused events like LMFF and MSFW that features current in store collections on sale in the shows.”

Below is a video of the shows I attended: Sportscraft and Tomorrows Heroes.

Tomorrow’s Heroes Runway

Melbourne Spring Fashion Week 2012. Target fashion show on Swanston Street. (photo: Annbjorg Dalland)

This spring the 18th annual Melbourne Spring Fashion Week took place in the city-streets of Melbourne. During the week from 3th to 9th of September, the Streets of Melbourne transformed to a fashion paradise for all the visitors. Free runway shows, competitions in styling and exclusive parties in the middle of Melborne, were just some of the weeks adventures.

Nice hats, high heels and a lot of curious people entered the streets looking for «whats new» for the spring fashion.

What is MSFW?
This week filled with fashion lets the consumer get more deeply involved in the world of fashion. It is a great place where they promote fashion design talents from Melbourne city and the state of Victoria, but it’s also a place where they celebrate Australian fashion more widely. According to this week brings the best of spring/summer fashion to the city.

Last year, the spring fashion week showcased over 200 events during this week, and that was the benchmark for this years fashion week as well.

A free runway show on Swanston street was just one of the daily offers for the Melburnians and others who has travelled to the city due to fashion week. Last year more than 100.000 people came and visited the city during this week, and they hoped and believed that this year there would be several more. Faithful visitors can confirm that this year’s attendance was impressive.

The Fashion week consumer last year was:

  • female (88 %)
  • Aged between 14-39 (83 %)
  • Attended to see the new season fashion trends and to enjoy the ambience and atmosphere


In todays media society, the fashion week has been on more than just the streets during this week. Because of the many events, it’s been a popular subject on social medias, as facebook, twitter and instagram.

During the week, I met one of Melbournes biggest enthusiast after a fashion show. Susan Hickey grew up reading English Vouge with her sister, and still collects clothes to this day. She has visited the spring fashion week every day, the last 18 years, and loves it.

The girls are so good workers! I’m gonna bring them all chocolate tomorrrow, Hickey says.