• fashion

1 March 2018

The Virgin Australia Melbourne Fashion Festival (VAMFF) launches today bringing it’s an annual celebration of fashion, beauty, business and creative endeavour to Melbourne – the fashion capital of Australia.

Running until 18 March from its home base at the Royal Exhibition Building and at various venues around town, VAMFF is an incredible platform for new and emerging designers to launch themselves and their labels onto the world stage of the fashion industry.

Thirteen of Victoria’s most exciting emerging designers will be showcasing their work for the first time at various runway shows throughout the festival. Look out for these fashion-forward locals who will be making waves on the runway this year...

Jade Sarita Arnott - ARNSDORF

Inspired by her background in sculpture, photography and art history, Jade established her label Arnsdorf in 2006. Her penchant for oversized coats, denim, tailored trousers and shirting, as well as subtle combinations of colour, has garnered acclaim from publications including Vogue and Harper’s Bazaar.

Chris Ran Lin

China-born Chris Ran Lin launched his menswear label after graduating from RMIT, gaining him much industry attention. His bold menswear collection of suiting, shoes, belts and bags that pivot around his extraordinary knitwear pieces is the signature to his unique style.

Courtney Holm - A.BCH

Courtney is the founder of A.BCH, a fashion label centred on sustainable manufacturing. Having founded several men’s fashion brands, in 2017 she decided to turn her focus to A.BCH which only uses organic, natural and recycled materials that are made in Melbourne.

Monica Lim – FAME AGENDA

Former tax lawyer Monica Lim dreamt of a life more glamorous and one day simply made it happen, opening her first Fame Agenda boutique at Melbourne Central in late 2008. The store now resides in Flinders lane, with outlets all over Indonesia and Malaysia selling pieces that are edgy, colourful and brave.

Kalaurie Karl-Crooks — CROOKS KALAURIE

Handcrafted in Melbourne, Kalaurie Karl-Crooks creates dark, romantic and ethical womenswear that tells a story. Drawing inspiration from life, death, human emotion and personal experiences, she creates designs from a feminine perspective that are intimate and emotive.

Fiona Myer — WHITE STORY

Fiona’s fashion career has spanned across many sectors of design including styling, colour and fabric forecasting, she has recently launched a high-end fashion label, White Story. The brand is distinguished by its design philosophy for authenticity and season-less pieces which are all, entirely, white in colour.


Rahma Mohamed – RAHMAN THE LABEL

Melbourne designer Rahma Mohamed works with traditional artisans in Ethiopia making custom fabrics for her one-year-old brand, Rahma. Born out of a love for Ethiopian textiles and based around a traditional Ethiopian coffee ceremony, the label is also her way of challenging the perception of African fashion.

Tess Arnold — COCO & MAX

Coco & Max was established in Melbourne 2015, by Tessa Arnold and Andrew Pope. With over 15 years designing in the clubwear industry, they’ve created a premium streetwear brand that pushes the boundaries aesthetically. Using the best quality sports- fabrics Coco & Max experiments with fusions of futuristic and retro designs while utilising sustainable local manufacturing.

Alice Edgeley — EDGELEY

The Edgeley fashion designs walk the tightrope between high glamour and practicality, elegance and kitsch. Creating her own version of bold glamour by following her instincts rather than the orthodoxy of current fashion, Alice’s fashion is bold, colourful pop-art that is decidedly feminine.

tanara peacock

Tamara Leacock — REMUSE DESIGNS

Tamara is a designer and stylist who works with recycled materials and Afro-futurist aesthetics.  Fusing artisan techniques, low-impact dye technology, she has recently founded R E M U S E - a one of a kind and trans seasonal collection created with natural and vegan fabrics, hand dyed and constructed entirely in Melbourne.

Cheyenne Hackland — SILENT ARROW

Created by Melbourne based 90’s street wear turned lingerie designer Kelly Barrett, Silent Arrow is made for women, by women. A provocative play on the b-girl style of their early beginnings, Silent Arrow’s pieces use flexible, high quality microfibre and soft, flirty mesh.


Jamie Ashkar —ASILIO

From sewing classes at Spotlight to a stint on Project Runway, Jamie Ashkar's journey has resulted in him being appointed as the new creative director of fashion label Asilio. The new collection defines modern graphic elegance through a capsule range of contemporary dresses and separates, refining femininity by the combined use of a minimal design aesthetic, textured fabrics and a distinctive colour palette.

cynthia atoir

Cynthia Farchione — ATOÌR

Designed by Cynthia Farchione, ATOÌR is a journey of refinement and growth. Cynthia has grown her business on an ability to predict trends, and express her vision in the form of handprinted, articulate designs.

The Virgin Australia Melbourne Fashion Festival runs until 18 March

Visit VAMFF for full program details