Melbourne Fashion Week takes over iconic city venues

Melbourne Fashion Week (M/FW) will be set against a backdrop of iconic spaces this year, from the deep sea corridors of the SEA LIFE Melbourne Aquarium to the Seafarers Bridge at South Wharf. 

​The M/FW 2021 program will include a mix of emerging, independent and established designers and brands, with a focus on sustainability, inclusivity, celebrating Aboriginal and Torres Strait Islander culture, and the diversity of Australia’s fashion industry. 

Melbourne Fashion Week will run from 15 to 21 November, and will feature more than 250 designers and 300 retailers across more than 100 different events and sessions.

In a twist on the traditional, celebrated and emerging designers will be showcased across 10 runways at nine unique city locations, including the Plaza Ballroom, Royal Botanic Gardens Victoria, the MCG, Fed Square, the Cathedral Room at Queen & Collins, and Rialto Melbourne.

As Melbourne turns inside out, our fashion will also spill out into the city’s streets and laneways, with five other pop-up runways showcasing the looks of local designers.

The City of Melbourne and Vogue Australia have joined forces again this year, with the return of Vogue American Express Fashion’s Night Out (VAEFNO), and support for student and emerging designers is also set to continue, with the return of the popular Student Collections Runway and Student Designer Award as part of the M/FW Student Program.

In what will provide a much-needed boost for retail and hospitality businesses, special ‘drink and dine’ offers will be available for M/FW ticket holders at city venues including Longrain, Chancery Lane, Calia Emporium and Bar Lourinhã, and there will be opportunities to buy runway looks in city stores and online.

Eight fashion capsules showcasing the work of dozens of designers and artists will be scattered across the city, while industry experts will unpack relevant topics through a series of M/FW Conversations events. A suite of other independent events will also form part of the program, including returning favourites like the Modest Fashion Runway and the Bella Unsigned Model Search. 

More than half of the Melbourne Fashion Week program is free, and all ticketed runways will be available online after each event.

Tickets are on sale from 11am on Wednesday 20 October. For the full program and to purchase tickets, visit www.melbourne.vic.gov.au/mfw.

Melbourne Fashion Week is a carbon neutral certified event. M/FW was the first event of its kind in Australia to be certified under the Federal Government Climate Active Program in 2018.

Melbourne Fashion Week thanks major partners including Creative Victoria, KEVIN.MURPHY, Marriott Bonvoy, TAC, Morphe, and Mitchelton.

Quotes attributable to Lord Mayor Sally Capp: 

“Melbourne is the fashion capital of Australia and Melbourne Fashion Week is the perfect opportunity to showcase local designers and creatives,” the Lord Mayor said.

“We can’t wait to bring back the buzz through the colour, vibrancy and style of this iconic annual event. And Melburnians can access more than half of the program for free this year.

“We know great events like this entice people into our city, and provide a much-needed boost to local retail and hospitality businesses.”

Quotes attributable to City Activation portfolio lead Councillor Roshena Campbell:

“We know Melbourne Fashion Week provides a significant boost to the local economy. Last year’s event brought $29 million into the city,” Cr Campbell said.

“The event will support our fashion and retail industries, as well as the city’s hospitality businesses, as the city bounces back from lockdowns and restrictions.”

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