Thursday, July 19th, 2012
With more free events than ever and the introduction of a smart phone app, the fresh approach to Melbourne Spring Fashion Week (MSFW) is encouraging Melburnians to ‘Be inspired’ and celebrate our city as a fashion destination.

In 2012 MSFW is celebrating its 18th birthday by embracing local talent, driving retail foot traffic and supporting city retailers.

Four up-and-coming Melburnians were unveiled this morning as the new faces of MSFW.

Jake Sofo, Annaleise Smith, Emily Trimble-Thompson and Ebony Edwards will feature in the 2012 MSFW campaign.

Lord Mayor Robert Doyle said each of the home-grown faces had a unique story and connection to Melbourne, and their individual style would inspire and engage a variety of fashion palettes.

The Designer Series will be fronted by chameleon beauty, Annaleise, while Emily’s charm takes centre stage at [email protected] Square. Industry up-and-comer Ebony will appear throughout the Emerging Designer Series, and Melbourne’s ‘it’ boy, Jake, will be seen in a variety of shows and events throughout the week.

The Lord Mayor said this year’s event will strengthen Melbourne’s position as Australia’s fashion capital, particularly with the introduction of Edited Melbourne, accessed through an innovative smart phone application, and a focus on digital communication to reach local, national and international audiences.

“At eighteen, MSFW has come of age. We know what Melbourne Spring Fashion Week contributes to the city; what it delivers and who it supports.

“Everything you see on the runway this year can be bought here in Melbourne. People can download a smart phone app and gain access to special offers from local retailers and find out where they can buy their favourite fashion pieces. We anticipate that this will translate directly to sales in our stores,” the Lord Mayor said.

In 2011, MSFW drew more than 100,000 people into the city, providing a significant $5million economic injection into both Melbourne’s retail and hospitality industries.

“Eighty per cent of the designers involved in MSFW this year are from Melbourne, and while we continue to foster the talents of the city’s up-and-coming designers, this year we are welcoming some high calibre, iconic designers and brands. This includes Arthur Galan, Scanlan & Theodore and Gwendolynne.

“We invite you to ‘Be Inspired’ with us, as MSFW takes us all on a journey through the ultimate in fashion, design and retail that our city has to offer,” the Lord Mayor said.

The State Government is a major partner of the event and will be joined by official partners Grand Hyatt Melbourne, KEVIN.MURPHY and event partner Mecca Cosmetica.

Melbourne Spring Fashion Week will take place from Monday 3 September to Sunday 9 September, 2012. Tickets are on sale from Thursday 19 July. For more information, please visit

Contact Profile

Renee Makowiecki (Professional Public Relations)

P: 03 8643 1634
M: 0410 543 809


Melbourne Spring Fashion Week, MSFW, fashion, Melbourne, City of Melbourne, Jake Sofo, Emily Trimble Thompson, Annaleise Smith, Ebony Edwards



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