Gear up.

Words by

Veronica Stanford

Gear up, kids. The Virgin Australia Melbourne Fashion Festival is back for its 21st year and we can’t wait for March to hit.

2017 will see the festival run over three weekends, with over two weeks of free and ticketed events.

Kicking off on March 1, the event will showcase the best of three creative fields – fashion, arts and ideas – and continue to pioneer a ‘see now buy now’ runway model.

“The Festival is proud to host and share such wonderful design talent with an even stronger emphasis on Fashion, Arts, Ideas and so much more. Our dynamic program will celebrate creativity in all its forms,” said Festival CEO, Graeme Lewsey.

The City of Stonnington will host the festival’s first Fashion Weekend on March 4 and 5, with retailers presenting exclusive offers and activities.

The Premium Runways are back between March 15 and 19. The runways will see over 45 of Australia’s emerging and established designers showcase their collections at the iconic Royal Exhibition Building.

Once again, your sistas at FJ will be supporting the National Graduate Showcase, this year presented by AMP Capital Shopping Centres. The night will celebrate the best original collections from Australia's fashion graduates.

You can check out the full program here. Tickets are already on sale and between us, would make an excellent Chrissy gift.


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We've come a long way since the old suit and tie.
Exploring the Fashion and Textiles collection.
The one that was held in a carpark.
The one where I outfit repeated.
Presented by Target and Supported by Fashion Journal.
The one where street style steps up.
The one where I tried (and failed) to look effortlessly cool.
A celebration of the strength and diversity of Australia's fashion industry.
Curious Birdy & S.Rush collaboration collection.
NB: some of these lessons were learned the hard way.
Really, really, ridiculously good-looking.
Celebrating bigger and better than ever.
Let us take a moment to reflect on the inspiring week that has been. In GIFs.
VAMFF comes to a close with Romance and Bush Magic.
Converse kicks on the runway? Thumbs up always.
The best part of fashion week.
We really, really wanted to reach out and feel the models (and yes we know how weird that sounds).
"I like the idea of how we as Australians are really in awe of everything that’s going on overseas, but really we take a...
"We looked at Japanese Bosozoku girls, which is an underground subculture of female biker gangs in Japan."
"I guess I feel a bit, not like the underdog, but I am very different to everyone else here."
"Well it was quite interesting last year, the fire alarm was set off by a steamer and we all had to evacuate."
"Not for the fainthearted, but for today's fashionkilla."
'You are never going to see us do the same sort of thing or send the same thing down the runway."
"But this is the pinnacle, the most important award in the country."
Melbourne Fashion Festival off to a fiery start.
Not too busy to visit us Melbourne kids.
The future of Australian fashion is right here...
This is going to make for one jam-packed festival.
TOME, ètre cècile and Martin Grant are coming home for VAMFF.
A inside look into behind the scenes of VAMFF.
A cultural night out for the fashion lover.