It seems only fitting to blog about the most notoriously bloggable event in Melbourne’s commercialised fashion industry, Fashion week.
As I arrived, scoping out the seemingly famous crowd, I giggled at the prospect of the whole night; women and men dressed in their best attire with the hope of catching a glimpse of some C grade ‘Melbourne Celebrity’, women pose whilst aspiring bloggers snap their picture, the entire charade felt as though it was desperately trying to be more important than it really was, but I loved it.
We stepped inside the meticulously styled bar, fitted with pink neon lighting and mirrors, as well as European boys serving alcohol, A DJ positioned at the back of the room playing house music perfectly completed the hip yet chic ambience they were clearly attempting to achieve.
The room filled with like minded individuals, sipping champagne waiting to catch a glimpse of new collections by Dion Lee, Life with Bird and Manning Cartel, at seven those in the bar were ushered out and seated for a 7.15 start.
I was fortunate enough to be seated in a box directly opposite the runway, thus also giving me a perfect view of the copious photographers positioned directly opposite as they stood awaiting the opportunity to capture the perfect shot. The number of photographers was overwhelming, one would have thought they were at Paris Fashion Week, at the very least Sydney.
Lights dimmed and screens filled with incredible graphics, music began to play and models filled the runway. The show was incredible, Dion Lee clearly the stand out of the show, fitting each model with small neon lights and donning Nikes; opposed to slim heels worn by all other designers.
At the culmination of the show, we laughed at it all whilst subtly loving the perceived importance of the event. The gift bag stocked with the newest copy of Elle, Toni and Guy Shampoo, a million beauty products and creams only further won me over, however I did have Brians voice in my head telling me “Media is a practice”, one which I heavily indulged in at VAMFF. 