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LMFF pop up parties

…in the swing with parties and pop ups for the L’Oreal Melbourne Fashion Festival ?


The L’Oreal Melbourne Fashion Festival (LMFF) has been in full swing this week, all over the city – and beyond. Actually, there’s been lots happening with the LMFF Cultural Program for the whole of this month, with many hidden runway and industry events leading up to the concentration of the main Festival on 18 – 24th March.

But oddly, there’s not a lot of pop up shopping happening… you’d think there might be some labels who’d embrace the excitement of the Festival with something more lasting. Not that pop-ups are ever “lasting”… but certainly around longer than a few struts down the catwalk !

The LMFF Offsite Runway Series – “a string of solo pop-up shows across Melbourne…” – led up to the Festival featuring events outside the main LMFF venues, and the Little Black Dress Project continues at Melbourne Central ‘till 31st March. Last night saw the LMFF Famous for Fashion series in Chapel Street Prahran, with an outdoor street party around the corner in Greville Street. The street event was hosted by Chapel Street Precinct and featured many of the local traders open late and socialising with the fashionista….

We’d hoped to chat more about exciting and innovative installations running in conjunction with the LMFF – but where are they ? If you’ve seen any great pop up events around the Festival… please share with us !


featured image : L’Oreal Melbourne Fashion Festival 2013


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