Inside Story: Partnering with Melbourne Fashion Festival

A key part of Vicinity's long-term strategy is delivering property excellence.

At Emporium Melbourne, that has recently meant to better connect with customers by creating memorable experiences in partnership with PayPal Melbourne Fashion Festival.

Emporium Melbourne has sponsored the 2024 National Graduate Showcase in addition to expanding the fashion festival into the centre by curating a selection of stunning designs display near its busy Lonsdale Street entrance.

But bringing to life a partnership as visible and meaningful as this is no mean feat. So, how did the partnership come to life? Why did the team pursue it?  

We caught up with Regional Brand Experience Manager, Steph Simons and Sponsorship and Partnership Manager, Mikaela Smith-Chandler to find out more. 

Emporium Melbourne has enjoyed a close relationship with the Melbourne Fashion Festival over the past few years, how is the centre getting involved this year?  

2024 will see our commitment to the Paypal Melbourne Fashion Festival increase with a slate of new activity. In response to the ever-evolving landscape of fashion language, we introduced ‘Festival Ready’. Festival Ready is a series of intimate gatherings with some of Australian fashion’s most renowned brands and stylists. Hosted by InStyle’s Editor-in-Chief Justine Cullen, these curated, styling events provided an exclusive opportunity to view and shop the new collections from Husk, Aje and Viktoria & Woods whilst providing attendees with tips and tricks as to how to look their best at the Festival. 

As part of our new sponsorship of the PMFF National Graduate Showcase, Emporium Melbourne will work collaboratively with PMFF to extend the experience in-centre with installations of the graduates’ work. National Graduate Showcase submissions from 2023 and 2024 will be displayed both pre and post Festival, giving our customers up close access to the artistry and design of the next generation of Australian designers 

Why did Emporium Melbourne decide to present the National Graduate Showcase?  

Emporium Melbourne has a long history of supporting the next generation of Australian Designers. The National Graduate Showcase is value-aligned and offered us an opportunity to extend that historical commitment across one of the most prestigious fashion festivals in Australia. 

How are Australian designers represented at the centre? Which retailers are there and do you hope to see some of these graduates feature one day – have any previously made the leap?  

Emporium Melbourne has one of the largest Australian designer precincts in Melbourne, housing some of Australian fashion’s most loved labels. This includes Aje, bassike, Camilla and Marc, Jac+Jack, Viktoria & Woods and Zimmerman to name a few. We are committed to supporting the next generation of Australian designers and with this in mind, we are exploring some exciting extensions to our sponsorship with the NGS that will help the graduates grow their brands. Watch this space! 

Are Emporium Melbourne customers keen followers of fashion – how have you seen them engage with the festival in the past?  

The Emporium Melbourne customer is one that is curated, but also iconically Melbourne, in the sense that there is always a personal twist to their style. Whether that be mixing local brands with international brands, or finding the next “hidden gem designer” to elevate their looks, we can always count on our customer to have their finger on the pulse. It’s no surprise that the NGS is a runway that gets a lot of attention and traction from the public and our customer.  Immersing themselves in fashion via runways and style classes is a big thing for our customer, and one that we can get behind.  

What is the best bit about getting involved with PMFF, from the perspective of each of your roles?  

The PMFF is one of the most prestigious events on Melbourne’s fashion event calendar.  Showcasing some of Australia's most renowned designers, from streetwear to high-end workwear, these curated runways and event extensions redefine fashion norms and promise a high-calibre experience. Through a collaboration with PMFF, Emporium Melbourne can align itself with like-minded brands and individuals who recognise, value, and celebrate the Australian fashion industry. 

At Emporium, we understand that the community behind style is amazing.  We’re so proud to be able to play our part in both the conversation and action in bringing to life experiential events for our customers, and a taste of housing a collection in a premium asset, such as ours, for emerging designers.  

How did the partnership perform last year?  

We received some really great feedback last year when we hosted a runway at the centre but our activity in 2024 is much broader so I don’t think we can compare the two but I’m confident it will be once again well received.  

To see more of the Melbourne Fashion Festival and Emporium Melbourne’s selection of almost 20 leading Australian designer brands, head to the centre.