virgin australia melbourne fashion festival · innovative and cutting-edge fashion presentation...

V I R G I N A U S T R A L I A M E L B O U R N E F A S H I O N F E S T I V A L

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Program ApplicationParticipate in Australia’s

largest fashion event


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Independent Venues: Register your venueInformation & Registration

Victorian Retailers: Shop ProgramInformation & Application

Independent Organisers: Ideas Program Information & Application

Australian Ready-to-Wear Designers: The Festival’s Signature RunwaysInformation & Application

Independent Designers: Offsite Runways Information & Application

Award for Emerging Fashion Designers Information & Application

Showcase for Student Designers Information & Application

Partner with the Festival to produce your bespoke solo runwayInformation & Contact

Independent Organisers: Arts ProgramInformation & Application

Fashion Film Award Information & Application

Fashion Photography AwardInformation & Application

Fashion Writing MentorshipInformation & Application

P A R T I C I P A T I O N G U I D EV I R G I N A U S T R A L I A M E L B O U R N E F A S H I O N F E S T I V A L

Contents

FASHION ARTS IDEAS

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05

19

08

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11

25

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SHOP

VENUES

PLEASE NOTE:

Information and Participation Application Forms

to participate in the Festival’s runways at the

Malvern Town Hall as part of the Fashion Weekend

presented by City of Stonnington will be provided

from 1 September 2017.

Information and Participation Application Forms for

international designer brands to showcase at the

Festival 2018 will be provided from 1 October 2017.

Australian Ready-to-wear designers 2017

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The Festival’s Signature Runways at the Royal Exhibition Building

esigners are invited to showcase capsule A/W collections in group

shows that are co-programmed with the editorial teams from each

presenting magazine partner. Magazine partners for these runways

traditionally include leading titles such as Harper’s BAZAAR, ELLE Australia,

Vogue Australia, GQ, InStyle, and more.

Staged at the historic Royal Exhibition Building on Australia’s largest runway

in front of an audience of 1500, each runway is produced to the highest

production standards including top tier model talent, styling and creative

show direction by Australia’s leading stylists, premium audio visual and

lighting management, ticketing and seating management, VIP attendance,

media management.

Designers showcased in these runways are provided with a full suite of

programming, marketing and production services by the Festival’s team

including appointed agencies. The Festival works with each designer to

co-leverage and promote their involvement in the program, connecting

with audiences and promoting sales at retail.

SELECTION CRITERA PARTICIPATION FEE

Australian ready-to-wear designers participate in the Festival signature runways by invitation and co-curation with each aligned magazine title. Participation is subject to Festival approval.

Runway Participation Fee $1650.00 inc. GST

The Festival presents ready-to-wear collections from Australia’s leading emerging and established designer fashion labels in a series of runways, curated and produced by the Festival’s team of top tier professionals.

PARTICIPATION BENEFITS

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* and editorial coverage on the Festival’s digital social media channels;

Event ticketing package and runway image pack;

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;

Ability to reach new audiences;

Networking opportunities through exclusive invitations to attend VIP industry events at VAMFF 2018.

* Your participation will be briefed to mediaby the Festival’s appointed PR agency duringthe VAMFF 2018 promotion period, outcomesare at the discretion of media outlets and PR cannot be guaranteed.

REGISTER YOUR INTEREST HERE

FASHION

P A R T I C I P A T I O N G U I D E

https://vamff.wufoo.eu/forms/p1r6w5jo0ikhls1/

S I G N A T U R E R U N W A Y

Standards include top tier model talent plus styling and creative show direction by Australia’s

leading stylists.


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FASHION Offsite

Runways

The Festival invites independent designers and stylists to apply to present an Offsite Runway event on the official schedule at VAMFF 2018. Events in this program category are self-produced by independent organisers, and selected for inclusion in the Festival’s official program, receiving associated promotional benefits.

he Offsite Runway program offers an exciting

platform for independent and emerging

designers and stylists to showcase their work in

innovative and cutting-edge fashion presentation

formats, as part of the official program of VAMFF

2018, promoting your independent creative vision

while reaching new audiences.



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*;


Access to Festival’s official ticketing agent to streamline attendee registration (if required);


* 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.

TIMELINE

01 AUG 2017Applications open

17 NOV 2017

Applications close

11 DEC 2017Registration due. Participants to provide complete event details and imagery for program and website publication.

20 NOV 2017Notification of outcome. Successful applicants will be sent a confirmation email with next steps instructions.

01-18 MAR 2018Virgin Australia Melbourne FashionFestival 2018 official program dates.

Offsite Runways are encouraged

to be staged 11 – 18 March 2018,

however submissions for the full

Festival period of 1 – 18 March 2018

will be considered.



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There are no restrictions to the

format that an Offsite Runway event can

take. Applications that focus on taking

fashion beyond the traditional runway format

are particularly encouraged.

All single activity listings in the Offsite Runway program | $99.00 inc. GST

APPLY HERE

The panel will only consider proposals which:

Fall within the Festival dates, 1 – 18 March 2018;

Showcase independent Australian fashion labels available for sale at retail in Victoria at the time of the event, in the categories of ready-to-wear, streetwear, couture, lingerie, athletic and performance wear, student graduate collections (other categories will be considered via application). Categories that will not be considered for the Offsite Runway program include fast fashion, costume, international brands, large enterprise companies;

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;

Will provide accurate reporting feedback (e.g. attendance numbers) to the Festival post-activity.

The Festival will select proposals which:

Showcase independent Australian designer fashion;

Demonstrate that the fashion content of the runway demonstrates excellence in fashion design through innovation, quality and production standards;

Facilitate engagement of the public;

Address the practicalities of showing as part of the Offsite Runway including confirmed content, a proposed venue, dates, permits and production plans.

In addition to runway presentations, Offsite Runway formats may include:

PerformancesInteractive displaysInstallationsProgressive runways Interdisciplinary presentationsSolo or group shows

The selection of proposed Offsite Runway events is at the Festival’s discretion. Submitted applications will be reviewed and selected by the Festival’s Programming team.

The Festival reserves the right to reject applications, including (but not limited to) where:

There is a conflict of interest with the Festival’s values, objectives, or partners;

There is inadequate evidence to show that the applicant will be able to deliver the outcomes to the expected standards; and

The application does not comply with the conditions set out in this Participation Guide.

CONDITIONS OF ENTRY SELECTION CRITERIA LISTING FEE


https://vamff.wufoo.eu/forms/p12suml10f9ueiv/

O F F S E T R U N W A Y S

An exciting platform for independent and emerging

designers and stylists to showcase their work in

innovative and cutting-edge fashion.


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FASHION National Designer

Award

The Virgin Australia Melbourne Fashion

Festival is proud to provide an esteemed

annual platform to showcase and nurture

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Designers apply through a folio submission process and the Award is judged

by a panel of industry experts in two rounds; the first via folio review to form a

shortlist of Finalists, and the second round judging involves collection

showcase and interview processes with each of the shortlisted Finalist

designers.

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*:

Fully produced runway presentation at a key VAMFF event for media and industry

A bespoke keepsake engraved trophy

Return international flights with Virgin Australia*

Look book styling support from Harper’s BAZAAR

Legal, business and financial advisory services

A cash payment of $15,000

And much more yet to be announced.

The total prize is worth in excess of AUD $100,000*

*Full prize list will be available at time of Finalist announcement. All prizes must be redeemed or be in redemption planning by 30 June 2018 or else are forfeited by winner. Flights will be booked through Virgin Australia or their affiliate airlines.

PAST WINNERS INCLUDE

2017 KACEY/DEVLIN

2016 macgraw

2015 PAGEANT

2014 Strateas.Carlucci

2013 From Britten

2012 Christopher Esber

2011 Song For

The Mute

2010 Dion Lee

2009 Romance

Was Born

2008 Friedrich Gray

2007 Yeojin Bae

2006 TV

2005 Josh Goot

2004 Mad Cortes

2003 Claude Maus

2002 Toni Maticevski

2001 Sample (Vanessa

Coyle & Natalie Wood)

2000 (I) peck

your pun

1999 Glen Rollason

1998 Ugur lle Alijan

1997 S!X

THE PRIZE


Presented by DAVID JONES The Virgin Australia Melbourne Fashion Festival is proud to provide an esteemed annual platform to showcase and nurture the talents of Australia’s most talented emerging fashion designers.

encourages excellence within the Australian fashion industry,

acknowledging designers in their first five years of business who excel in

creative design, fashion innovation, high quality manufacturing standards,

unique style and the potential to contribute to the future growth of

Australian fashion.

he Festival’s National Designer Award presented by David Jones


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All applicants will be notified by email of the outcome of Round One Judging.

Successful Finalists will be provided with information to prepare for Final Round judging.

Once notified, all successful Finalists will be required to work with the Festival and their appointed production and PR agencies to prepare:

Media and PR opportunity fulfilment;

Winner Announcement event staged 1 March 2018.

All Finalists will be required to present in person to the judging panel at Final Round judging. Finalists located outside of the judging location will be furnished with economy interstate return flights to attend the judging.

The winner announcement will take place on 1 March, 2018 as the first official event of the Festival. This will include a live runway presentation of Finalists’ collections. All Finalists must be in attendance. Finalists located outside of the event location will be furnished with economy interstate return flights to attend the event.

APPLICATION PROCESS

Applicants are required to submit a folio of work to be reviewed by the judging panel. The folio must be submitted in hard copy and online and include the following elements:

Photographic imagery of the collection available at retail March 2018 (minimum six looks). Sketches or other supporting creative materials may also be provided;

Photographic imagery of previous collection/s (minimum one previous collection). Sketches or other supporting creative materials may also be provided;

A 200-400 word design statement detailing the creative rationale of the current collection;

Current profile, biography and head shot of designer/s (for potential publicity use); and

Application form (online).

The hard copy folio and supporting documentation should be forwarded to:

National Designer Award ApplicationMelbourne Fashion Festival Ltd.Suite 1, Level 5, 180 Flinders StreetMelbourne, Victoria 3000

APPLY HERE

SELECTION CRITERIA NOTIFICATION AND FURTHER REQUIREMENTS

Applicants will be judged on the extent to which they meet the following criteria:

The label demonstrates excellence in design and fashion innovation;

The label demonstrates a unique design vision;

The collections are produced with a high-quality level of manufacture and attention to detail;

The label has been established for less than five years;

The label has been available at retail for at least 12 months;

The collections are available for commercial sale in Australia;

The business is financially sustainable;

The label demonstrates the potential to make a positive contribution to the future growth of the Australian fashion industry.

Any application or acceptance to be a part of the Festival’s National Designer Award is at the sole responsibility of the applicant and the Melbourne Fashion Festival Ltd. will be indemnified of any risk or claims.

04 DEC 2017Notification of outcome.

30 NOV 2017Round One Judging (designers not in attendance).

07 FEB 2018Final round judging, all Finalists present in person to judging panel in Melbourne.

01 MAR 2018National Designer Award winner announcement event, Melbourne.

The National Designer Award presented by David

Jones is open to fashion designers and fashion

design partnerships where the main place of business is based in Australia. The applying business should

be under 5 years of establishment, having

launched its first part or full range collection after

1 January 2013.

The freight, insurance and customs charges related to presenting the Finalists’ collections at judging and event activities is at the Designers’ cost and liability. The Festival and its appointed production agency takes all care but no responsibility for damage or loss incurred through participation in these activities.

TIMELINE

01 AUG 2017Applications open

17 NOV 2017

Applications close


https://vamff.wufoo.eu/forms/p19lnbnd0yzoot7/

N A T I O N A L D E S I G N E R A W A R D

Acknowledging designers who have the potential to

contribute to the future growth of Australian fashion.


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FASHION National Graduate

Showcase

OUTCOMES

Applicants selected to participate in the Festival’s National Graduate Showcase will receive:

Inclusion in the professionally produced runway presentation of the National Graduate Showcase, at the Royal Exhibition Building in March 2018;

Associated media coverage generated to supwport the runway event;

Opportunity to network with the judging panel, fashion industry media and designers at exclusive functions;

Designer listing via the Festival’s digital network;

Commemorative Certificate.

The Festival’s National

Graduate Showcase is

Australia’s most prestigious

showcase for the next

generation of Australian

fashion design talent.

he Festival invites tertiary fashion design graduates from

around Australia to submit applications for selection into

this high-profile event.

Through the National Graduate Showcase, the Festival provides

talented fashion design graduates the opportunity to have

their collections presented in a Festival produced runway show

before fashion industry professionals, media and consumers.


The Festival’s National Graduate Showcase

is Australia’s most prestigious showcase for

the next generation of Australian fashion

design talent.


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Applicants are required to submit a ‘capsule folio’ of work to be reviewed by the judging panel. The capsule folio and online application must be completed including the following elements:

Six (6) A4 pages with sketches/images/photographs of the collection to be presented on the runway in March 2018 (eg. a capsule collection of six looks). These looks are to work together as a group of synergistic items as well as having strength independently;

Six (6) photographs/images of examples of previous work;

The capsule folio and supporting documentation should be forwarded to:

National Graduate Showcase ApplicationMelbourne Fashion Festival Ltd.Suite 1, Level 5, 180 Flinders StreetMelbourne, Victoria 3000

The National Graduate Showcase is open to tertiary graduate fashion design students that fulfil the following criteria:

The applicant must be a fashion design student in the final year of a tertiary degree (at the time of application submission) or a postgraduate (having graduated mid-year in 2017) at an accredited Australian tertiary education facility shortlisted by the Festival;

The applicant’s submission demonstrates a unique vision, excellence in design and fashion innovation;

The collection is produced with a high level of production quality and attention to detail;

The applicant demonstrates the potential to contribute to the future growth of the Australian fashion industry;

The work presented is solely that of the applicant; and

The application complies with the Conditions of Entry below.

Any application or acceptance to be a part of the Festival’s National Graduate Showcase is at the sole responsibility of the applicant and the Melbourne Fashion Festival Ltd. will be indemnified of any risk or claims.

To be eligible for consideration, all applications must meet the following requirements:

Applicants are encouraged to limit their submissions to A4 size;

The folio must be provided in hard copy and soft copy on a USB;

Individual digital files should not exceed 3MB each;

The Application Form must be completed online;

All sketches and photographs are to be clearly labelled with designer(s) name(s);

Applicants are encouraged to bind all entry components together;

Models booked for the runway show will be a healthy standard size 8/10 (female bust: 86cm, waist: 64cm, hips: 88-92cm; male chest: 38inch, hips:30-32inch). Applicants are advised to consider this when creating garments. If you are specifically designing for a different size range, please declare thisin your application;

If you have produced less than 6 outfits as part of your final year collection, please submit the total number created. You will have the opportunity to create the supplementary number of outfits so your runway presentation totals 6 x exits, if you are selected as a Finalist; and

Applicants must be available to attend the National Graduate Showcase runway, held during Festival in March 2018.

APPLY NOW

08 DEC 2017Notification of outcome. Successful applicants will be sent a confirmation letter with next steps instructions.

DEC 2017Announcement of Finalists. Finalists will work with the Festival’s production team to prepare for the runway presentation, and with the PR agency to create media and promotional outcomes.

10 MAR 2018National Graduate Showcase runway at VAMFF.

01 MAR 2018National Designer Award winner announcement event, Melbourne.

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.

SELECTION CRITERIATIMELINE CONDITION OF ENTRY APPLICATION PROCESS

04 DEC 2017

Applications close

Extensions are not possible to the Application Deadline, due to judging and promotional activity plans. Please do not email the Festival to enquire whether your application has been received in the post. The Festival will contact you if your application form arrives but not your posted version.


https://vamff.wufoo.eu/forms/x1gy5rp1c8l2w5/

N A T I O N A L G R A D U A T E S H O W C A S E

Collections are presented in a Festival produced runway show before fashion

industry professionals, media and consumers.


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FASHION Bespoke Runway

Production

ngage the Festival to produce and promote

your collection showcase onsite at the

Festival’s main hub, listed as a feature event in

the Fashion Program.

This is a unique way for fashion brands to

activate as an official partner of the Festival,

securing one of a limited number of solo

runway time slots and taking advantage of

the Festival’s ‘turn key’ event and runway

production services that will ensure the

presentation of collections is a seamless

process for the participating designers and

brands.

The Festival will fully produce your runway to

your brand’s creative specifications, in our

unique outdoor venue positioned under the

architectural blades along the front exterior of

the Melbourne Museum with seating capacity

up to 400 seated guests plus standing room.

The opportunity suits brands wanting to

create and drive consumer interaction and

engagement with their March collection, with

a runway that forms the cornerstone of an

integrated campaign that can be co-leveraged

across Festival channels.

Runways ‘Under the Blade’ must be ticketed for

the public to attend, which can be facilitated

in complement to VIP and media guest seating.

The Festival’s marketing campaign will focus on

consumer attendance in addition to capitalising

on the thousands of ticketed Festival attendees

to the Precinct each night.

Runway timeslots will

be available from Tue 5

– Sat 9 March 2018,

at 6.30pm each night.

The Festival welcomes Australian and

International fashion designers and

brands to apply to stage a solo collection

showcase on the Festival’s outdoor public

runway in 2018, in our onsite venue

‘Under the Blade’ at the Melbourne

Museum.

CONTACT US

APPLICATION PROCESS

To schedule a conversation with the Festival’s Business Development team to discuss this partnership opportunity and costings further:

https://vamff.wufoo.eu/forms/p19ylgl10vvd309/

B E S P O K E R U N W A Y P R O D U C T I O N

The presentation of collections is a seamless process for the participating

designers and brands.


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Arts Program

The Festival’s Arts Program highlights

cross-disciplinary, contemporary

creative practices that have fashion

at their core, and provides a platform

for creative practitioners and arts

organisations to showcase their work as

part of the Festival.

he Festival’s marketing campaign is proven to reach audiences in the public

and professional spheres, with activities listed in the official program

benefitting from the credentials and exposure of the Festival through its broach-

reaching promotional platforms.

The Arts Program welcomes proposals from organisers of independently-

produced exhibitions and events, spanning art, design, performance, film and

writing practice.

Proposals for self-produced arts and cultural activities are welcomed from:

Creative practitioners including artists, curators, photographers, designers, writers, dancers, performers and musicians;

Arts and cultural organisations including community groups, education institutions, museums, galleries, alternative art spaces, independent organisers and libraries.

ARTS

The Festival’s Arts Program highlights cross-

disciplinary, contemporary creative practices that

have fashion at their core, and provides a platform for

creative practitioners and arts organisations to

showcase their work as part of the Festival.


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Alignment with the Festival’s highly credentialed Arts Program including access to VAMFF 2018 digital asset pack to enable you to promote your affiliation, including Festival logos and imagery;




Access to Festival’s official ticketing agent to streamline attendee registration (if required); and


The Festival Programming team and their Arts Advisory Panel will select proposals which:

Showcase contemporary creative practice;

Present a cross-disciplinary approach to fashion and the broader creative industries, spanning across art, design, performance, film and/or writing practice;

Facilitate engagement of the public with fashion in all forms; and

Contribute a unique and intelligible point of view on fashion’s presence in contemporary culture.


Fall within the Festival dates, 1 – 18 March 2018 (being at least some or all exhibition dates);

Clearly demonstrate the central role of fashion in creative practice beyond the runway;


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


All single activity listings in the Arts Program | $99.00 inc. GST

APPLY HERE

01 AUG 2017

Applications open



01-18 MAR 2017Virgin Australia Melbourne Fashion Festival 2018 official program dates.

TIMELINE SELECTION CRITERA CONDITIONS OF ENTRY LISTING FEE

PARTICIPATION

BENEFITS


17 NOV 2017

Applications close

No Deadline Extensions

https://vamff.wufoo.eu/forms/p9j3cqg03e7zkj/

A R T S P R O G R A M

The Festival’s Arts Program highlights cross-disciplinary, contemporary creative practices that have fashion at their core.


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VAMFF 2018 Fashion Film Award

The Festival’s Fashion Film Award is the longest-running

and leading platform in Australia for the exposure and

recognition of creative talent in the local and global fashion

film industries.

he Fashion Film Award places a

deserving spotlight on fashion films

as a key communication medium for

both fashion designers and filmmakers,

and for their ability to enable audiences

to experience fashion in innovative and

creative ways.

In 2017, the Australian and International

finalists’ short films were screened

to over 220,000 physical and virtual

audiences. Watch compilation of the

2017 Fashion Film Series Finalist Films

here.

The Festival invites Australian and

International emerging and established

filmmakers to submit short fashion films

to be judged by a panel of industry

professionals.

ARTS

OUTCOMES

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;

Screenings of your film at the Fed Square screen;

Screening of your film prior to feature length films across cinema networks nationally 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 team);

Inclusion of your film in content available on the Virgin Australia’s Wireless Australia In-Flight Entertainment System (content subject to prior approval by Virgin Australia); and



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Applicants will be judged on the extent to which they meet the following judging criteria:

The film celebrates and showcases Australian and/or international fashion – either multi brand or a single designer;

The film demonstrates a unique point of view;

The film is innovative;

The film has a strong directorial style;

The film is produced with a high quality of production;

The applicant(s) demonstrates the potential to contribute to the future growth of the Australian / international fashion film industry; and

The film 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.

To be eligible for consideration, all films must meet the following requirements:

The film must be 9 minutes or less (including credits);

The film must have been completed after 1 July 2016;

The film must not profile in any significant way any competing partner/s of the Virgin Australia Melbourne Fashion Festival;

The film must be consistent with the Festival’s values. It must not present the use of drugs including alcohol, narcotics and tobacco; clothing which contains animal fur, under-aged people in a sexualised manner;

As the selected films will be displayed in public spaces, a “G” rating classification (or equivalent) is required for all content. “G” classified media is for general viewing. The film must not incite, encourage or present violence, intolerance or brutality in any form; depict nudity, explicit sexual activity or crude or indecent language.

APPLY HERE17 NOV 2017

Applications close

01 AUG 2017

Applications open


20-25 NOV 2017Judging.

01 DEC 2017Registration including submission of final film edit due (films not submitted by this date will miss out on some benefits awarded by VAMFF).


TIMELINE SELECTION CRITERA CONDITIONS OF ENTRY APPLICATION PROCESS

The Festival encourages filmmakers to submit films that are as close to finished as possible. Works-in-progress and rough cuts will only be accepted on these conditions:

The only stages to be completed are colour grade, final sound mix or credits (film must be at picture look stage);

A work-in-progress/rough cut can only be submitted in the late submission period;

You have discussed your submission with the Programming team at the Festival and have had your film approved for submission as a work-in-progress/ rough cut;

You understand that the film will only be accepted for submission once. The Festival will not accept a film previously submitted, even with significant changes.

https://vamff.wufoo.eu/forms/w1crqyiy1c9h5eo/

F A S H I O N F I L M A W A R D

A deserving spotlight on fashion films as a key communication

medium for both fashion designers and filmmakers.


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Fashion Photography Award

The Virgin Australia

Melbourne Fashion Festival

is proud to provide a new

platform to showcase the

skills of Australia’s

most talented fashion

photographers.

ighlighting the important role photographers play

within the fashion industry, the Fashion Photography

Award celebrates innovation, excellence, creativity,

unique style and work that contributes to the growth and

reputation of Australian fashion.

ARTS

OUTCOMES

The 10 winning photographers will receive the following exposure:

Exhibition display of your photograph at the Festival’s hub at the Melbourne Museum Precinct, as part of the official week of runways during VAMFF 2018 to be viewed by over 40,000 public, media and industry attendees;

Social media coverage and PR opportunities;

“VAMFF 2018 Fashion Photography Award Winner” laurel;

Photographs will be displayed on the Fed Square big screen at the Festival’s Fashion Film Popcorn Screening; and


The Festival’s Fashion Photography Award encourages

professional fashion photographers to submit their best

fashion photograph taken in 2017, to be judged by an

esteemed panel of fashion and photography experts, plus

a ‘People’s Choice’ award conducted online and open to

voting by the entire VAMFF community.

The top ten winners will have their work displayed online

on VAMFF’s official channels and in an exhibition at VAMFF’s

venue hub at the Melbourne Museum Precinct during

Festival week.

Photographers are invited to apply through an online submission process.

The Virgin Australia Melbourne

Fashion Festival is proud to provide

a new platform to showcase the skills

of Australia’s most talented fashion

photographers.


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Applicants will be judged on the extent to which they meet the following judging

criteria:

The submitted photograph celebrates and showcases Australian and/or international fashion – either multi brand or a single designer;

The photographer demonstrates a unique point of view and innovative approach to both the photographic artform and the showcasing of fashion;

The photograph has been produced with a high quality of production;

The photograph demonstrates 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.


17 NOV 2017

Applications close

01 AUG 2017

Applications open

20-25 NOV 2017Audience judging.

01 DEC 2017Notification of outcome. Successful applicants will be sent a confirmation email with next steps instructions.

01 DEC 2017Registration including submission of artwork due.

01-18 MAR 2018VAMFF Official Program dates

TIMELINE SELECTION CRITERA

APPLY HERE

APPLICATION PROCESS

https://vamff.wufoo.eu/forms/w1crqyiy1c9h5eo/

https://vamff.wufoo.eu/forms/pnhruvp1ljtpbq/

F A S H I O N P H O T O G R A P H Y A W A R D

The Fashion Photography Award celebrates innovation, excellence,

creativity, unique style and work.


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Fashion Writing Mentorship

The Festival’s Fashion Writing Mentorship supports and amplifies creative talent within the writing, journalism and blogging communities. Embracing a range of fashion writing styles, the Fashion Writing Mentorship includes critique, reporting, journalism (long and short form) and fiction/non-fiction creative writing.

hrough a mentorship opportunity with a leading,

established fashion writer, emerging writers will be

provided with a platform for, and exposure of, their work.

For the 2018 mentorship, the Festival invites aspiring

Australian fashion writers to submit short writing samples

to be judged by a panel of industry professionals. From

these submissions, finalists will be selected to take part in

the mentorship program.

ARTS

OUTCOMES

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 dependent);

Be featured in the Festival’s official marketing collateral;

Receive publicity and promotion, including (at the Festival’s discretion) being featured through the Festival’s social media and PR campaigns;

Communicate alignment and affiliation with the Festival’s Fashion Writing Mentorship, leveraging the Festival’s credentials; and

Attend VIP industry events at VAMFF 2018 through exclusive invitations.

The Fashion Writing Mentorship mentors will be announced shortly on the Festival website.


2 6

Applications will be assessed on the quality and extent to which they meet the following selection criteria:

The applicant demonstrates a unique point of view and comprehensive understanding of the fashion industry;

The applicant has a strong and distinctive writing style;

The applicant demonstrates the potential to contribute to the future growth of fashion writing in Australia;

The writing samples presented are solely those of the applicant.

To apply to be considered for the 2018 Fashion Writing Mentorship, applicants must be Australian citizens.


Applications will only be received in the requested format and no extensions will be granted to the deadline date. The Festival reserves the right to reject applications, including (but not limited to) where:

There is a conflict of interest with the Festival’s values, objectives, or partners;

There is inadequate evidence to show that the applicant will be able to deliver the outcomes to the expected standards;

The writing sample(s) submitted with the application is/are about a promotional offer, sales or marketing campaign or is/are sponsored by the label/product that is featured; and

The application does not comply with the conditions set out in this Participation Guide.

APPLY HERE01 AUG 2017

Applications open

27 NOV 2017Notification of outcome. Successful applicants will be sent a Registration Form and will be introduced to mentors for direct liaison ongoing.

20-25 NOV 2017Judging.

DEC 2017March 2018: Mentoring process.

01-18 MAR 2018Virgin Australia Melbourne Fashion Festival 2018.

TIMELINE SELECTION CRITERA CONDITIONS OF ENTRY APPLICATION PROCESS

17 NOV 2017

Applications close

https://vamff.wufoo.eu/forms/pvk9ehc1hx0nri/

F A S H I O N W R I T I N G M E N T O R S H I P

Supporting and amplifying creative talent within the writing, journalism

and blogging communities.


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Ideas Program

The Festival’s Ideas Program is a platform

providing thought leadership and business

based discussion that enhances the

capabilities and capacity of the Australian

Fashion Industry. It has an emphasis on

innovation and inspiration with a practical and

instructive approach to conducting business

in the global creative community.

he Festival owns and produces a Business Events

Program consisting of seminars, breakfasts and

forums that span a range of contemporary business topics,

through keynote and panel discussions with international

local business luminaries in the fashion and design

spheres.

In addition to these events, the Festival welcomes

proposals from organisers of independently-produced

activities to be included in the official VAMFF 2018 Ideas

Program.

The Festival’s marketing campaign is proven to reach

audiences in the public and professional spheres, with

activities listed in the official program benefitting from

the credentials and exposure of the Festival through its

broach-reaching promotional platforms.

IDEAS


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;




Access to Festival’s official ticketing agent to streamline attendee registration (if required);

Access to Festival-produced event pre-sales for participating organisations and their databases; and




2 9

The panel will select proposals which:

Provide discourse and learnings around contemporary practice in the fashion and design industries;

Facilitate engagement of the public as well as within industry; and

Contribute a unique and intelligible point of view on creative or commercial themes affecting fashion today and into the future.


Fall within the Festival dates, 1 – 18 March 2018;

Offer insightful, qualified, and professional business advice and discussion that is intrinsically relevant to the fashion and design industries in Australia;

Demonstrate a unique point of view, high level of innovation, educational and/or inspirational value in the event theme;


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


01 AUG 2017

Applications open




TIMELINE SELECTION CRITERA CONDITIONS OF ENTRY

All single activity listings in the Ideas Program $99.00 inc. GST

APPLY HERE

LISTING FEE

17 NOV 2017

Applications close

https://vamff.wufoo.eu/forms/w1s1x0oc09bnnue/

I D E A S P R O G R A M

Practical and instructive approach to conducting business in the global creative

community.


3 1

Shop Program

When the Festival was

established in 1996, Victoria’s

political and fashion industry

leaders had a vision of

creating a public festival that

would ‘get the tills ringing’

across the State.

festival that celebrated the best fashion on offer,

profiling designers and driving customers in store.

21 years on and that same vision drives the dynamic

programming of the Virgin Australia Melbourne Fashion

Festival.

And so, the Festival is proud to present a program of retail

experiences to delight shopaholics and fashion enthusiasts

alike – the Festival’s Shop Program.

Victorian fashion retailers are invited to submit

concepts for live activities held in-store, that connect

existing and new customers with their unique offering

and inspire them to shop shop shop.

And if you are a retailer located in the City of

Stonnington, your events will be scheduled on the

final weekend of the Festival (17- 18 March 2018) in

a separately promoted schedule, Fashion Weekend

In Stonnington, part of the Festival’s Shop Program.

Limited discounts and incentives are recommended

in conjunction with the live activities to encourage

attendance and engagement through this Program.

All activities on the Shop Program are self-produced

by their organisers; the Festival encourages organisers to

promote their activities utilising the digital asset

pack provided by the Festival.

SHOP

It is free to list your activity in the Shop Program.

PARTICIPATION FEE

Amplification of your activity through the Festival’s own digital marketing campaigns, including website listing on VAMFF.COM.AU;



Ability to reach new audiences.


01 AUG 2017

Applications open

02 FEB 2018Registration due. Participants to provide complete event details and imagery for website publication.

25 JAN 2018Notification of outcome. Successful applicants will be sent a confirmation email with next steps instructions.

01-18 MAR 2018Shop Program at the Virgin Australia Melbourne Fashion Festival 2018 (featuring retail activities throughout Melbourne and regional Victoria).

17-18 MAR 2018Fashion Weekend In Stonnington (featuring retail activities in City of Stonnington precincts).

TIMELINEPARTICIPATION BENEFITS

CONDITIONS OF ENTRY

Shop Program activities may take the form of:

Collection presentationsWindow installationsMeet & greet with designersFilm screeningsStyling workshopsPartiesForum discussionsPop-up shops Other innovative styles of events welcomed

APPLY HERE

No Deadline Extensions

24 JAN 2018

Applications close

When the Festival was established in

1996, Victoria’s political and fashion

industry leaders had a vision of

creating a public festival that would

‘get the tills ringing’ across the State.

https://vamff.wufoo.eu/forms/p1a5el0b008h5ch/


3 2

Venue Registration

The Festival’s Program offers an

exciting platform for independent

fashion creators to stage self-

produced events that are

promoted through the highly-

credentialed VAMFF Program.

VENUES

REGISTER YOUR VENUE HERE

he Festival team are often asked for venue recommendations by these

organisers and we love being able to connect them with venue operators

who are keen to fill their spaces with fashion and creative activity.

The Festival is therefore calling for owners and managers of event,

performance and gallery spaces in Melbourne and regional Victoria to register

their interest in providing their space for Festival activity which will take place

1 - 18 March 2018.

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

Fashion Film Award 2018.

https://vamff.wufoo.eu/forms/p18arwej0d6u143/

V E N U E R E G I S T R A T I O N

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.

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