BraudiaGM: VMAFF REPORT

Runway 4 presented by ELLE

Runway 5 by Cosmopolitan

VIRGIN AUSTRALIA MELBOURNE FASHION FESTIVAL

Fashion Journalist Claudia Sorace

It’s a balmy Thursday night in Melbourne and I find myself, again rushing down the red carpet for the Premium Runway Presented by ELLE magazine at the Virgin Australia Melbourne Fashion Festival. I meet quickly with one of Braudia’s photographer’s Andre Elhay, he’s still got another night at the Fashion Festival before he hands over to our other photographer Jassie. Personally, I think these guys are amazing, that is photographers; they fight for a place in the media pit and they carry the heaviest gear – lenses, flashes etc. all the while with a smile on their faces, baited by the envision of the perfect shot.

I am sent to the VIP room, the event is not letting journalists in yet, and in any which case, I feel somewhat alone and intimidated by not having my business partner by my side. Braudia of course is a duo and its not that I can’t function at ‘functions’ on my own, however the laughter and security in a partner in a sea of tight knit fashionistas, is always comforting. I’m sitting on a chair that is high and a room of predominantly gay men and fashion forward women swarm around me. I’m sipping slowly on my drink, because tonight is a school night. Suddenly I hear a glass smash and a silent ripple moment of “omg! Hashtag #embarrassing #taxi”, a young man stands behind the broken glass looking mortified, like he wants the floor under him to open up and swallow him along with the broken glass so the onlookers would cease starring. So I feel the need, almost instantaneously to walk over to this mystery man, who is dressed sharp and is flushed with red cheeks over the incident. I do, I introduce myself and luckily for me I automatically connect with this stranger and I am granted a fun loving, good-humored gay appendage for the evening.

A gay man is really a Fashion woman’s best friend. My random date for this evening, for the sake of privacy, we will call him ‘Mr. Rainbow Dream’. Suddenly, and later than the actual intended start time of the show’s scheduled commencement (at 7pm) we are given a calling from the event organisers and summoned to the Runway supported by ELLE.

As ‘Mr. Rainbow Dream’ and I take our seats together, front row and annoyingly we wait another 20 minutes. The event is embarrassingly empty. My attendee and I watch the ‘goings on’ and as we do we see the seating coordinators moving people from the back rows forward, to assume a ‘fuller’ venue for the video recording of the event. It’s a wonderful PR trick, but bystanders can see what’s going on, that is in which case; that they aren’t all too consumed in powdering their noses and taking ‘BFF selflies’.

Finally at 8:20 the Runway starts and the audience are introduced to singer Shaun J Wright as he performs his single ‘sweat’. I thoroughly enjoy this song, with cool beats and a smooth voice to match Shaun J Wright appears the epitome of cool. As a woman who enjoys a dance, I boogie in my seat with ‘Mr. Rainbow Dream’ to the tune. However, I am saddened that the audience doesn’t share my groove train enthusiasm.

The designers then proceed, which are as follows BIANCA SPENDER, CAMILLA AND MARC, GINGER & SMART, KAHLO, LIFEWITHBIRD, MICHAEL LO SORDO & YB J'AIME. As a slight sufferer of obsessive-compulsive disorder I am somewhat infuriated that the labels are not listed in order of Runway appearance; which alludes to a mismatched program. The clear winner of this runway was ‘MICHAEL LO SORDO’ which pieced European glamour along with a touch of simple, yet detailed decadence. ‘YB J’AIME’ was also a stand out of the show. This label was faultless, graceful and carried a somewhat classy and minimal retro feel. As a creative thought goes, I see a young Sophia Lauren in one of the models, as she gracefully struts in YB J'AIME; clearly impressed by what she is wearing. YB J'AIME carried weaker labels such as KAHLO; that infused cheap boyfriend looks gone wrong, along with looks that could be purchased at your local Opportunity shop.

‘Disgraceful’ was the only word in which I could use to describe some of the fashion’s that proceeded ‘FINDERS KEEPERS’ entailed in their runway collection. Shorts so short that showed the models buttocks cheeks and cheap looks that would have done better at an under ground dominatrix club. Personally, I find even the showing of this collection a let down, turning a high fashion event into a cheap display of ‘sneaky model arse’.

After the event, I am asked to stay for the second event as an ‘honorary guest’. I don’t flatter myself as I feel the second event has had dwindling ticket sales, which shouldn’t be the case for a major fashion event. However, I am surprised as the second event is almost sold out ‘Runway Four – Presented by Cosmopolitan’. Again, I was accompanied by‘Mr. Rainbow Dream’ and this show unlike the previous prevented by ELLE, was even more dull show casing CAMEO, FINDERS KEEPERS, KEEPSAKE, JAGGAR, RODEO SHOW, TALULAH &WILD.HORSES. My new found friend and I were flattered again with frot row seats. The rare exception for this show was the Western Australian collection ‘WILD HORSES’. With its metallic madness and Gaga-esque feel. But of course, you can see the beauty of this collection below.

As the evening came to a end, I was again left with the impression that the models were moving too fast down the catwalk, however for labels like ‘FINDERS KEEPERS’ and ‘KEEPSAKE’, I couldn’t have wished them off the runway quicker. The cheapening of ‘too-short cuts was a bargain basement look and seemly desperate homage to the fashion we see 14 year old girls exercise in malls and alike (although heaven forbid they shouldn’t be allowed).

The event organisation seemed to decline with a shambolic schedule and lack of zest that previous years seemed to attract and for the first time in many years of attendance, I saw the event deterioration rather than an improvement with new sponsors Virgin Australia. Alas, the week was not over so I am waiting to see it through and then give my final opinion. The bar however, closed after the final event (at around 10pm, OK Virgin Australia, some of us do like a bit of night life, it being a thursday and all) and such all guests were stumped with the notion they were being told almost bluntly, to ‘go home now’ from the event coordinators; which cuts short the opportunity of further business mingling, client enjoyment, post runway buzz and more. So, as my taxi carrys me home, I look in my goody bag and I see that Tuppaware have issued me with a hot drink flaggon. I see the blue flask and think "clutching for sponsors Virgin?". I did however, the next morning, use my tuppawear thermos to take tea into the office.

Maybe, just maybe..? The event sponsors were trying to appeal to a wider demographic (by using tuppawear as a sponsor... who knows maybe a large group of 20' somethings will start hosting Tuppaware parties, it might take over cocaine or alcohol as trends go), rather than just the young scene of stylists and fashionistas that all emcompass these kind of events. A mixed bag of Runway success and pitfalls, I still had an enjoyable evening, critically ensuring that I deliver such honesty to my audience. But do hold on to your tophats hipsters, I'm not done with Virgin Australia Melbourne Fashion Week, just yet!

Please see below my account of the fashion collections that impressed and unimpressed. Shot by the ever-talented Andre Elhay, you can shop the runway also through the links below:

http://www.elhay.com/

http://www.vamff.com.au/shoptherunway/opening-event/