OFFSITE RUNWAY SERIES
2015 Information Pack
Information and regulations for emerging designers and stylists interested in
submitting an application to be a part of the Virgin Australia Melbourne Fashion
Festival Offsite Runway Series for 2015
#VAMFFOFFSITE
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For all enquiries please contact:
Alana Kushnir
Cultural Program Executive
E | [email protected]
P | 03 9654 5599; Extension: 208
MELBOURNE FASHION FESTIVAL LTD.
PO Box 18027, Collins Street East
Victoria, 8003, Australia
ABOUT US
The Virgin Australia Melbourne Fashion Festival is an annual
celebration of fashion, design, business and creative
endeavour for everyone to enjoy.
The Festival is highly regarded as the leading consumer and
retail fashion festival in the world.
The Festival’s core runways and business events will take
place between 14 and 22 March 2015, and its widely
celebrated Cultural Program will take place in the lead up
from 15 February to 15 March 2015.
The Festival is managed and produced by Melbourne Fashion
Festival Ltd., a not-for-profit company that manages and
produces this internationally respected consumer driven
fashion, beauty and business event.
Watch the 2014 Festival Highlights Here
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CULTURAL PROGRAM OVERVIEW
Since its inception the Festival’s Cultural Program has become an
integral component, pushing the limits of fashion beyond the
runway and into the realms of art, design, film and contemporary
culture.
In 2015 the Cultural Program will take place from 15 February to
15 March.
The Cultural Program Project Series will consist of a program of
selected activities which are self-produced by activity organisers
including public museums, commercial galleries, project spaces,
designers, artists, curators and community groups. These activities
are then curated into the official Cultural Program and will be
dedicated to:
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encouraging interdisciplinary innovation in the fashion and
creative industries;
facilitating engagement of the general public with fashion; and
supporting discussion about what fashion and style is and its
importance to human culture, identity and economies.
The Cultural Program will also consist of the following
initiatives:
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‘Fashion Film Series’: screenings of selected short fashion films
‘Offsite Runway Series’: showcases of emerging designers and
stylists using innovative presentation formats
‘Fashion Writing Series’: online and print publication of
selected fashion critique and writing
View the 2014 Cultural Program Highlights Album Here
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OFFSITE RUNWAY SERIES
OPPORTUNITY
The Festival invites emerging designers and stylists to submit an
application to present an Offsite Runway event as part of the
2015 Cultural Program.
The Cultural Program Offsite Runway Series offers an exciting
platform for emerging designers and stylists to:
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Showcase their work in innovative and cutting edge fashion
presentation formats;
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Promote their independent creative vision; and
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Contribute Festival’s reputation as Australia’s leading
consumer and retailer Fashion event.
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Legatto; Linda Britte
BENEFITS
Successful applicants will have the opportunity to:
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Participate in an exclusive event production workshop run
by the Festival's own Events Production team;
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Reach new audiences and increase event attendances
through inclusion in the Festival's printed program and
website, as well as (at the discretion of the Festival) part of
the Festival's social media and PR campaigns;
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Communicate their alignment and affiliation with the
Cultural Program through supplied promotional signage;
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Network and build industry
invitations to Festival events; and
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Streamline attendee registration and/or ticket sales through
introductions to the Festival's official ticketing agent.
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SUBMISSION CRITERIA
In order to submit a self-produced activity to be considered for
the Cultural Program the applicant must:
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Be an emerging designer or stylist who has been in
business for less than 5 years
Read this Information Booklet, which includes the terms
and conditions of entry
Complete the online Application Form by 3 October 2014
There are no restrictions to the format that an Offsite Runway
event can take. Applications that focus on taking fashion
beyond the traditional runway format are particularly
encouraged.
These can include:
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Performances
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Interactive displays
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Installations
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Progressive runways
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Interdisciplinary presentations
Application Format and Deadline
In order to submit an application complete the Online
Application Form by 3 October 2014.
Note: Applications will not be will not be accepted in any other
format.
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SELECTION CRITERIA
The selection of proposed Offsite Runway events is at the
Festival's discretion. Submitted applications will be reviewed and
selected by the Festival's Cultural Program team.
Submitted applications will be assessed on the basis of quality
and the extent to which they meet the following selection
criteria:
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Demonstrates excellence in fashion design through
innovation and quality;
Demonstrates a unique event format and vision;
Produced with a high quality level of manufacture and
attention to detail;
Facilitate engagement of the general public; and
Address the practicalities of showing as part of the Offsite
Runway Series including confirmed content, a proposed
venue, proposed dates, proposed permits
The Festival is particularly interested in receiving applications
that propose Offsite Runway events which feature group or solo
presentations of Victorian-based emerging designers who have
been in business for less than 5 years.
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SELECTION PROCESS
The Festival's Cultural Program team can only assess
applications on the basis of material submitted. It is therefore
essential and in your interest to supply the highest quality
visuals possible that fully represent your project.
The selection of Offsite Runway events by the Festival is final
and no correspondence shall be entered into regarding the
selection process.
The Festival reserves the right to reject applications, including
(but not limited to) where:
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There is a conflict of interest with the Festival's direction,
objectives, partners or suppliers;
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There is no adequate evidence to show the activity will
be delivered to the standards expected;
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The proposal is from, or the activity is about, a
promotional offer, sales or marketing campaign; and
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The proposal does not comply with the terms and
conditions set out in this Information Booklet
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CONDITIONS OF ENTRY
SUCCESSFUL APPLICANTS
If your Offsite Runway event is accepted to be featured in the
2015 Cultural Program you will be required to submit copy
and images for the 2015 printed program and the Festival
website, as well as a press release for PR company AMPR.
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Copy and Images deadline: 30 October 2014
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Press Release deadline: 30 November 2014
The venue, date, time, ticketing and insurance details of
activities must be confirmed and provided by these dates.
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Image courtesy of Nharla Photography
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CONDITIONS OF ENTRY
FEES
If your application is accepted you will be sent a Participation
Agreement and Booking Form that includes an administration
fee of $500 + GST. This administration fee will assist us with
covering the costs of supporting your activity.
Successful applicants who submit their application past the
deadline of 3 October 2014, but before 10 October 2014, will
be required to pay an additional financial penalty of $100 +
GST. Applications received after the 10 October 2014 will not
be considered.
All fees must be received within 30 days of the Booking Form
being issued.
If you are unable to afford the administration fee, you may be
eligible for an exception to the payment. Exceptions will only
be awarded in exceptional cases of need, and following
submission of a certified financial statement. Exceptions will
not be considered if the application is submitted after 3
October 2014.
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TIMELINE
⁄ 3 October 2014: Deadline for applications (to be received no
later than 12pm)
⁄ 10 October 2014: Late Deadline for applications (to be received
no later than 12pm)
⁄ 17 October 2014: Notification of Decision. Successful applicants
are sent Booking Form, Participation Agreement and Copy Form
⁄ 24 October 2014: Deadline for signed Participation Agreement
and Booking Form
⁄ 30 October 2014: Deadline for completed Copy Form and
images for marketing and communications
⁄ 30 November 2014: Deadline for press release
⁄ December 2014: Campaign Launch – Cultural Program
announced to the press
⁄ 15 February 2015: Cultural Program launches
⁄ 14 March 2015: Festival Week Begins
⁄ 15 March 2015: Cultural Program Ends
⁄ 22 March 2015: Festival Week Ends
⁄ 1 April 2015: Event surveys due, including final attendance
figures
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#VAMFFCULTURE
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For all Offsite Runway Enquiries, please contact;
Alana Kushnir
Cultural Program Executive
E | [email protected]
P | 03 9654 5599; Extension: 208
The information contained in this Information Pack has been prepared solely to assist
you in evaluating the benefits of applying to participate in the Virgin Australia
Melbourne Fashion Festival for 2015. Melbourne Fashion Festival Ltd. reserves the
right to alter any of the information without further notice to any reader and/or
applicant.
MELBOURNE FASHION FESTIVAL LTD.
PO Box 18027, Collins Street East
Victoria, 8003, Australia
Images courtesy of Lucas Dawson Photography