Program Application Participate in Australia s largest fashion event 1
Contents FASHION ARTS IDEAS 03 Australian Ready-to- Wear Designers: The Festival s Signature Runways Information & Application 16 19 05 08 11 14 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 runway Information & Contact 22 25 Independent Organisers: Arts Program Information & Application Fashion Film Award Information & Application Fashion Photography Award Information & Application Fashion Writing Mentorship Information & Application 28 SHOP 31 Independent Organisers: Ideas Program Information & Application Victorian Retailers: Shop Program Information & Application VENUES 32 Independent Venues: Register your venue Information & Registration Australian Ready-to-wear designers 2017 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. 2
FASHION The Festival s Signature Runways at the Royal Exhibition Building 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 ; 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. SELECTION CRITERA 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. PARTICIPATION FEE Runway Participation Fee $1650.00 inc. GST REGISTER YOUR INTEREST HERE 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. 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 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. 3
SIGNATURE RUNWAY Standards include top tier model talent plus styling and creative show direction by Australia s leading stylists.
FASHION Offsite Runways PARTICIPATION BENEFITS 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; 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. TIMELINE 01 AUG 2017 Applications open 17 NOV 2017 Applications close 20 NOV 2017 Notification of outcome. Successful applicants will be sent a confirmation email with next steps instructions. 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*; Ability to reach new audiences; Access to Festival s official ticketing agent to streamline attendee registration (if required); Networking opportunities through exclusive invitations to attend VIP industry events at VAMFF 2018. 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. 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. 11 DEC 2017 Registration due. Participants to provide complete event details and imagery for program and website publication. 01-18 MAR 2018 Virgin Australia Melbourne Fashion Festival 2018 official program dates. * 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. 5
CONDITIONS OF ENTRY SELECTION CRITERIA LISTING FEE 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. 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; 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. 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: Performances Interactive displays Installations Progressive runways Interdisciplinary presentations Solo or group shows All single activity listings in the Offsite Runway program $99.00 inc. GST APPLY HERE 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; 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. 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.
FASHION National Designer Award THE PRIZE 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 Virgin Australia Melbourne Fashion Festival is proud to provide an esteemed The annual Virgin platform Australia to showcase Melbourne and Fashion nurture Festival the talents is of proud Australia s to provide most an talented esteemed emerging fashion designers. annual platform to showcase and nurture e14 he Festival s National Designer Award presented by David Jones 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. 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. Presented by DAVID JONES PAST WINNERS INCLUDE 2017 KACEY/DEVLIN 2006 TV 2016 macgraw 2005 Josh Goot 2015 PAGEANT 2004 Mad Cortes 2014 Strateas.Carlucci 2003 Claude Maus 2013 From Britten 2002 Toni Maticevski 2012 Christopher Esber 2001 Sample (Vanessa 2011 Song For Coyle & Natalie Wood) The Mute 2000 (I) peck 2010 Dion Lee your pun 2009 Romance 1999 Glen Rollason Was Born 1998 Ugur lle Alijan 2008 Friedrich Gray 1997 S!X 2007 Yeojin Bae 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. 8
SELECTION CRITERIA NOTIFICATION AND FURTHER REQUIREMENTS APPLICATION PROCESS 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. 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. 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. 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 2017 Applications open 30 NOV 2017 Round One Judging (designers not in attendance). 04 DEC 2017 Notification of outcome. 17 NOV 2017 Applications close 07 FEB 2018 Final round judging, all Finalists present in person to judging panel in Melbourne. 01 MAR 2018 National Designer Award winner announcement event, Melbourne. 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 Application Melbourne Fashion Festival Ltd. Suite 1, Level 5, 180 Flinders Street Melbourne, Victoria 3000 APPLY HERE 9
NATIONAL DESIGNER AWARD Acknowledging designers who have the potential to contribute to the future growth of Australian fashion.
FASHION National Graduate Showcase The Festival s National Graduate The Festival s Showcase National Graduate is Showcase is Australia s most most prestigious prestigious showcase for showcase for the next the next generation of Australian fashion generation of Australian design talent. 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. 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. 11
TIMELINE SELECTION CRITERIA CONDITION OF ENTRY APPLICATION PROCESS 04 DEC 2017 Applications close 08 DEC 2017 Notification of outcome. Successful applicants will be sent a confirmation letter with next steps instructions. DEC 2017 Announcement 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 2018 National Graduate Showcase runway at VAMFF. 01 MAR 2018 National Designer Award winner announcement event, Melbourne. 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; 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 this in 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. 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 Application Melbourne Fashion Festival Ltd. Suite 1, Level 5, 180 Flinders Street Melbourne, Victoria 3000 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. 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. 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. APPLY NOW 12
NATIONAL GRADUATE SHOWCASE Collections are presented in a Festival produced runway show before fashion industry professionals, media and consumers.
FASHION Bespoke Runway Production 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 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, 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 Runway timeslots will be available from Tue 5 Sat 9 March 2018, at 6.30pm each night. Under the Blade at the Melbourne Museum. securing one of a limited number of solo runway time slots and taking advantage of the Festival s turn key event and runway a runway that forms the cornerstone of an integrated campaign that can be co-leveraged across Festival channels. production services that will ensure the APPLICATION PROCESS presentation of collections is a seamless process for the participating designers and brands. 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 To schedule a conversation with the Festival s Business Development team to discuss this partnership opportunity and costings further: The Festival will fully produce your runway to consumer attendance in addition to capitalising your brand s creative specifications, in our unique outdoor venue positioned under the on the thousands of ticketed Festival attendees to the Precinct each night. CONTACT US 14
BESPOKE RUNWAY PRODUCTION The presentation of collections is a seamless process for the participating designers and brands.
ARTS Arts Program The Festival s Festival s Arts Program Arts Program highlights crossdisciplinary, contemporary creative highlights cross-disciplinary, contemporary practices that creative practices that have fashion have fashion at their core, and provides a platform for at their core, and provides a platform creative practitioners and arts organisations to for creative practitioners and arts showcase their work as part of the Festival. 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 broachreaching promotional platforms. The Arts Program welcomes proposals from organisers of independentlyproduced 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. 16
TIMELINE SELECTION CRITERA CONDITIONS OF ENTRY LISTING FEE PARTICIPATION BENEFITS 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; 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*; Ability to reach new audiences; Access to Festival s official ticketing agent to streamline attendee registration (if required); and Networking opportunities through exclusive invitations to attend VIP industry events at VAMFF 2018. 01 AUG 2017 Applications open 20 NOV 2017 Notification of outcome. Successful applicants will be sent a confirmation email with next steps instructions. 11 DEC 2017 Registration due. Participants to provide complete event details and imagery for program and website publication. 01-18 MAR 2017 Virgin Australia Melbourne Fashion Festival 2018 official program dates. No Deadline Extensions 17 NOV 2017 Applications close 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. The panel will only consider proposals which: 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; 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. All single activity listings in the Arts Program $99.00 inc. GST APPLY HERE * 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. 17
ARTS PROGRAM The Festival s Arts Program highlights cross-disciplinary, contemporary creative practices that have fashion at their core.
ARTS VAMFF 2018 Fashion Film Award 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; 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. 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); 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. 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 Networking opportunities through exclusive invitations to attend VIP industry events at VAMFF 2018. 19
TIMELINE SELECTION CRITERA CONDITIONS OF ENTRY APPLICATION PROCESS 01 AUG 2017 Applications open 20-25 NOV 2017 Judging. 17 NOV 2017 Applications close 27 NOV 2017 Notification of outcome. Successful applicants will be sent a confirmation email with next steps instructions. 01 DEC 2017 Registration including submission of final film edit due (films not submitted by this date will miss out on some benefits awarded by VAMFF). 01-18 MAR 2018 Virgin Australia Melbourne Fashion Festival 2018 official program dates. 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. 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-inprogress/ 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. APPLY HERE 20
FASHION FILM AWARD A deserving spotlight on fashion films as a key communication medium for both fashion designers and filmmakers.
ARTS Fashion Photography Award The Virgin Australia Melbourne The Virgin Australia Fashion Melbourne Festival is Fashion proud Festival to provide is proud to a provide new platform to showcase the a new platform to showcase the skills skills of Australia s of Australia s most talented fashion most talented fashion photographers. 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. 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. 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 Networking opportunities through exclusive invitations to attend VIP industry events at VAMFF 2018. 22
TIMELINE SELECTION CRITERA APPLICATION PROCESS 01 AUG 2017 Applications open 20-25 NOV 2017 Audience judging. 17 NOV 2017 Applications close 01 DEC 2017 Notification of outcome. Successful applicants will be sent a confirmation email with next steps instructions. 01 DEC 2017 Registration including submission of artwork due. 01-18 MAR 2018 VAMFF Official Program dates 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; APPLY HERE 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. 23
FASHION PHOTOGRAPHY AWARD The Fashion Photography Award celebrates innovation, excellence, creativity, unique style and work.
ARTS Fashion Writing Mentorship 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; 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. The Fashion Writing Mentorship mentors will be announced shortly on the Festival website. 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. 25
TIMELINE SELECTION CRITERA CONDITIONS OF ENTRY APPLICATION PROCESS 01 AUG 2017 Applications open 20-25 NOV 2017 Judging. 27 NOV 2017 Notification of outcome. Successful applicants will be sent a Registration Form and will be introduced to mentors for direct liaison ongoing. DEC 2017 March 2018: Mentoring process. 17 NOV 2017 Applications close 01-18 MAR 2018 Virgin Australia Melbourne Fashion Festival 2018. 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. 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. 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 HERE 26
FASHION WRITING MENTORSHIP Supporting and amplifying creative talent within the writing, journalism and blogging communities.
IDEAS Ideas Program 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; 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. Festival generated PR support*; Ability to reach new audiences; 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 Networking opportunities 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. 28
TIMELINE SELECTION CRITERA CONDITIONS OF ENTRY LISTING FEE 01 AUG 2017 Applications open 17 NOV 2017 Applications close 20 NOV 2017 Notification of outcome. Successful applicants will be sent a confirmation email with next steps instructions. 11 DEC 2017 Registration due. Participants to provide complete event details and imagery for program and website publication. 01-18 MAR 2018 Virgin Australia Melbourne Fashion Festival 2018 official program dates. 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. The panel will only consider proposals which: 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; 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; All single activity listings in the Ideas Program $99.00 inc. GST APPLY HERE 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. 29
IDEAS PROGRAM Practical and instructive approach to conducting business in the global creative community.
SHOP Shop Program When the Festival was was established in established in 1996, Victoria s 1996, Victoria s political and fashion political and fashion industry industry leaders had a vision of leaders had a vision of creating creating a public a public festival festival that would that get would the get tills ringing the tills across ringing the State. 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. PARTICIPATION BENEFITS Amplification of your activity through the Festival s own digital marketing campaigns, including website listing on VAMFF.COM.AU; 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; Festival generated PR support*; Ability to reach new audiences. * 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. CONDITIONS OF ENTRY Shop Program activities may take the form of: Collection presentations Window installations Meet & greet with designers Film screenings Styling workshops Parties Forum discussions Pop-up shops Other innovative styles of events welcomed TIMELINE 01 AUG 2017 Applications open 25 JAN 2018 Notification of outcome. Successful applicants will be sent a confirmation email with next steps instructions. 02 FEB 2018 Registration due. Participants to provide complete event details and imagery for website publication. 01-18 MAR 2018 Shop Program at the Virgin Australia Melbourne Fashion Festival 2018 (featuring retail activities throughout Melbourne and regional Victoria). 17-18 MAR 2018 Fashion Weekend In Stonnington (featuring retail activities in City of Stonnington precincts). No Deadline Extensions PARTICIPATION FEE It is free to list your activity in the Shop Program. APPLY HERE 24 JAN 2018 Applications close 31
VENUES Venue Registration The Festival s Program offers an exciting platform for independent fashion creators to stage selfproduced events that are promoted through the highlycredentialed VAMFF Program. 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. REGISTER YOUR VENUE HERE 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. 32
VENUE 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.