The PayPal Melbourne Fashion Festival (PMFF) has unveiled its new creative campaign and extended program dates for 2024.
It includes an extended 15-day schedule starting on Saturday, February 24 to Saturday, March 9.
The first week of the festival will focus on PMFF’s Independent Programme, with curated events involving creatives, educational institutions and community organisations.
The second week will see the return of PMFF’s Premium Runway Series and Fashion Forecourt to the Royal Exhibition Building. This selection will showcase an increased number of different runways with Australian emerging and established designer talent to crowds of over 3,000 people per night.
“In 2024, we are excited to bring to life a festival that gives Australians more access than ever before to the creativity, craftsmanship and culture of our rich local fashion industry and create more meaningful conversations around emerging talent, social trends, creative industries and the role fashion plays in our society,” PMFF CEO Caroline “Ralph” Ralphsmith said.
The creative campaign will share the tagline ‘Find Your Fashion’, with elevated imagery featuring both emerging and established fashion talent across Victoria.
Fashion photographer Jordan Drysdale, and stylist Joseph Leone, led a team of local creatives to shoot the campaign. Drysdale’s work has featured in Vogue Australia, Dazed, Wonderland and i-D.
Leone started his career as a volunteer at the festival, styled the PMFF’s National Graduate Showcase in 2023, and has worked with Christopher Esber, Vogue Australia and RMIT’s School of Fashion and Textiles.
Visit Victoria continues as a major supporter of the fashion festival.
“As a long-standing partner, we're proud to support this fantastic event that celebrates Melbourne’s unique fashion flair while attracting visitors to our city,” Minister for Tourism, Sports and Major Events, Steve Dimopoulos said. “The Festival has the power to bring fashion lovers from all walks of life, from all over the county, together in celebration while providing a boost to our creative industries and tourism businesses - showcasing Melbourne's fashion to the rest of Australia and the world."
The initial stages of PMFF’s Industry Development Program is already underway. Returning in 2024 include the National Designer Award presented by David Jones, National Graduate Showcase, Fashion Film Awards and Fashion Writing Program.
PayPal Melbourne Fashion Festival’s full 2024 program and tickets will be released in December 2023.