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Melbourne Fashion Festival Trunk Shows

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by Courtney Symes (subscribe)
Courtney is a freelance fashion, art and design writer and content creator for - an online boutique specialising in quality gifts for men. Read more of Courtney’s work at
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Fashionistas throughout Melbourne have their high heels and lip gloss at the ready for an action packed week thanks to the L'Oréal Melbourne Fashion Festival (LMFF), running from 14-20 March.

Although the Docklands runway shows generally take centre-stage, there is also an intense program of exhibitions, seminars, forums and other events to complement the main shows throughout the week.

Instead of being involved in the main runway shows, a few designers and brands have chosen to do their own thing and host 'trunk' shows to showcase their new season collections. Look out for shows from Jack London and Mimco, as well as ready to wear and bridal shows throughout this year's Festival.

Jack London has an exciting year ahead with the opening of their first stand-alone Sydney store and the expansion of more concessions in numerous David Jones stores throughout Australia. Following the continued success of Jack London's five Melbourne stores and existing concessions, the brand is excited to host their first stand-alone fashion show for the 2011 LMFF.

Taking place on Wednesday 16 March at 8.30pm at Functions on
Chapel (corner of Chapel and Greville Streets, Prahran) the show will feature Jack London's Winter 2011 collection, 'Urban Warriors'. The collection draws inspiration from punk skinheads and Lemonheads, as well as hard mod fashion. Expect classic tailoring mixed with combat boots, baker boy hats and braces with trench coats and heavy woollen jackets. Camel and khaki colours are key and camouflage is used in trousers and suits. The show will also be streamed live on the Jack London website.

It's unbelievable that fifteen years have passed since Mimco first launched in Australia, raising the bar and setting a new standard for women's accessories. To celebrate this milestone, Mimco will host the 'Whispers & Anarchy' Trunk Show as part of LMFF on Friday 18 March at 5pm at Prahran Town Hall (corner of Greville and Chapel Streets, Prahran).

Mimco's runway show will be opened by April Rose Pengilly (2009 LMFF ambassador). The 1950s/60s are a strong source of inspiration for Mimco's latest collection, which has been "designed for a lady who has an off kilter approach to femininity and loves to stand out in a crowd," says Cathryn Wills, Mimco's Creative Director. Styled by Marc Wasiak, viewers can expect an energetic show with live music, dance and most importantly, an exciting mix of fashion.

Keep your eyes peeled for Mimco's limited edition Frida satchel which has been exclusively designed for the festival. Only fifty Fridas have been produced and can be purchased at selected Mimco stores or online at

The ready to wear and bridal trunk shows both take place on Saturday 19 March at Malvern Town Hall (corner High Street and Glenferrie Road, Malvern). The ready to wear show kicks off at 10am and will feature local designers and labels such as Body by Dainy Sawatzky, Cable Melbourne, John Cavill, Lisa Barron, Lisa Taranto and Not Your Daughter's Jeans.

The ready to wear show will be followed by the bridal show at 2pm. High Street Armadale designers and boutiques such as Baccini & Hill, Charlie Brown, Judith Valente, Lisa Ho and Luci DiBella will be showcased throughout this event, offering an essential source of inspiration for brides-to-be.

Tickets for all shows are $49 and can be purchased through Ticketmaster.

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Why? support Melbourne designers and labels whilst picking up a few fashion tips
When: 14-20 March 2011
Where: Various locations throughout Melbourne
Cost: $49 per show
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