In an Adelaide Fashion Festival (AFF) first, Vogue Australia will bring the inaugural Vogue Festival to town as part of this year’s AFF presented by Mercedes-Benz Adelaide.
Vogue Australia Editor in Chief Edwina McCann announced the new event at the program launch of AFF this evening, with Vogue Festival to take place over two days in Rundle Mall and Rundle Street.
Offering exclusive runway shows, prizes, giveaways, styling sessions and VIP experiences, Vogue Festival is presented by Vogue Australia, AFF and Rundle Mall Management Authority in collaboration with the City of Adelaide.
“To have Vogue Australia involved in AFF and leading two jam-packed days of retail activity in our premier CBD shopping precincts – Rundle Mall and Rundle Street – is a huge coup,” AFF creative director Chris Kontos said.
“Vogue is a bible in the international fashion world and the success of Vogue’s American Express Fashion Night Out shows that the public want to have fun while they’re shopping, and we expect Adelaide will be the same.”
Rundle Mall Management Authority general manager Amanda Grocock said she was proud to collaborate with Vogue Australia, AFF and City of Adelaide to bring this unique event to the heart and hub of fashion in the city and increase the presence of retail at this year’s AFF.
“Rundle Mall’s retail community is very excited to celebrate Vogue Festival, which can only mean great entertainment and shopping experiences for our customers, the likes of which have never been seen before,” she said.
The full program of events for AFF 2017 – which will run from October 11 to 15 – was announced this evening, with the festival hub making its debut at the Torrens Parade Ground Drill Hall, part of the city’s Riverbank Precinct.
The program is bursting with events that celebrate local, national and international design and style including 10 runway shows and five days full of long lunches, masterclasses, markets and more.
• Vogue Festival on Friday 13 and Saturday 14 October, including a public launch at noon on Friday with Face of Myer Jennifer Hawkins.
• Dynamic runways featuring national brands such as Romance Was Born, Alex Perry, Acler and Finders, presented by Myer and David Jones.
• A ‘live art installation’ by renowned artist/creative Tiff Manuell.
• The inaugural Rural Runway to be held at Seppeltsfield in the Barossa.
• 2 Paolo Sebastian runway shows unveiling the new Spring/Summer 18 Collection.
• Retail precinct activations in Norwood and Unley and;
• TAFE SA runway showcase including the Premier’s Design Award finalists.
“Fashion is for everyone – whether you love a runway show, look forward to a long lunch with fashionable friends, work in the industry and want to connect with other trendsetters or simply enjoy celebrating South Australia’s creativity, there is something for you,” Kontos said.
“Like the fashion industry itself does, we are always looking for the festival to evolve and take a bold new direction and we are confident that the program for 2017 does that.”
The 2016 Festival was a great success with more than 15,000 people attending events across the five days and this year’s is set to be even bigger.
South Australian designers will be in the spotlight with the return of runway favourites Paolo Sebastian, Jaimie Sortino, The Daily Edited, Acler and more. There will also be labels making their debut including Binny, Ashlee Lauren and Varacalli Couture.
This year also marks 10 years of business for industry leader Australian Fashion Labels, who were recognised at the program launch with a dedicated installation for their brands; CMEO Collective, Finders, Keepsake the Label, The Fifth Label and JAGGAR Footwear.
Under their online and bricks and mortar banner BNKR, Australian Fashion Labels will present their own runway for the third consecutive year in 2017.
“Australian Fashion Labels has changed the way the world enjoys and shares fashion by embracing the rapid evolution of trend and the power of social media,” Kontos said.
“Still, their base remains in Adelaide where they employ around 160 staff and they have provided a pathway for so many young creatives to aspire to when starting in fashion, graphic, photographic or hair and makeup design.”
Tickets are now on sale to all Adelaide Fashion Festival events – book your ticket here.