All the fun of the PayPal Melbourne Fashion Festival is continuing on E! Australia, as the official and exclusive broadcaster launches its content on its channels.
While the festival has come to a close for another year, E! is bringing consumers content that demonstrates how they can replicate the festival runway looks themselves.
Led by E! host Francesca Hung and model Christian Wilkins, 'The Curated' show is a 'shop the runway' format, that allows viewers to purchase items directly via the QR code shown on-screen.
NBCUniversal International Networks and Direct-To-Consumer MD, Distribution, Networks and DTC ANZ Chris Taylor said the content brings customers closer to making a purchase.
"We are delighted to see 'The Curated' format in its second year in partnership with PayPal Melbourne Fashion Festival.
"The QR code on screen allows brands to close the loop between digital and television via integrated ad solutions.
"By allowing multiple platforms to link together, we have given consumers the ease to self-activate the purchase funnel to conversion in a single click," he said.
In addition to The Curated, E! will create a second local production, Culture!d, which will cover the biggest fashion and cultural trends in Australia, which will air from April 04.
"We’re excited to see the work of established and emerging designers showcased on E!’s linear and social content from PayPal Melbourne Fashion Festival," PayPal Melbourne Fashion Festival acting CEO Yolanda Finch added.
"We hope audiences enjoy the glamorous, thought-provoking and fun elements that the event has to offer," she said.
The Cultured began airing on E! on March 15.
2022 is the fourth consecutive year E! has partnered with the Melbourne Fashion Festival as its broadcaster.