PFF Media release: A program of ‘firsts’ unveiled today at Perth Fashion Festival calendar launch

Perth’s fashion set was out in force today for the launch of the 13th annual Perth Fashion Festival calendar. Demonstrating its ‘coming of age’, Festival Director Mariella Harvey-Hanrahan announced a sophisticated line-up of Western Australian and national fashion design talent and events as part of the 2011 Festival calendar which has been dubbed the program of ‘firsts’.


200 guests, including Perth’s Lord Mayor Lisa Scaffidi, Perth Fashion Festival Directors Mariella Harvey-Hanrahan and Tony Sage, designers Aurelio Costarella, Alvin Fernadez, Chrissie Catling, Poppy Lissiman, Garth Cook and Perth’s A-list were treated to an exclusive sneak peak of what’s to come in September with a runway show featuring models wearing the creations of the seven stand-alone designers showing at PFF.


Festival Director Mariella Harvey-Hanrahan said she was thrilled with this year’s calendar highlighting that its fresh sophisticated edge demonstrated the Festival’s evolution.

“For a Festival in its 13th year, we continue to raise the bar and deliver a unique program that is certain to pique the interests of the most discerning fashion followers,” Ms Harvey-Hanrahan said.

“It has been a year full of ‘firsts’. We launched 2011 with a special one-off designer show in March with WA designer Kym Ellery presenting her Spring Summer 11/12 collection. We shot our Festival campaign in New York with our Face, Nicole Trunfio mid-year and we have secured two beautiful new homes for this year’s Festival – Hackett Hall at the Western Australian Museum and the iconic GPO building.”


“We have introduced capsule shows to increase the runway showing opportunities for young designers and for the first time in the Festival’s history will present seven stand-alone runway designer shows at Paramount. The amazing Aurelio Costarella will show his collection on home soil for the first time at our VIP launch on 21 September and the iconic WA fashion label Wheels & Dollbaby has chosen PFF to mark its silver jubilee, ” Ms Harvey-Hanrahan added.

“This year we also feature two national designers in our program – another first for PFF. Our calendar features a menswear show, a swimwear runway show, fashion lunches, accessory and styling workshops, an international model search and so many other free and fun fashion events around the city – it is a Festival that has something for everyone and one that certainly shouldn’t be missed!”

The 2011 Perth Fashion Festival, which is fronted by international supermodel Nicole Trunfio, features an eclectic mix of 40 fashion forward events, and lists seven stand-alone designer runway shows, three new-concept designer capsule shows, and an international model search as just some of its calendar highlights.


136 designers will participate in this year’s Festival. Fashion Paramount will feature stand-alone runway shows by the cream of WA’s fashion design talent Aurelio Costarella, Story By Tang, Ae’lkemi, S2 and Wheels & Dollbaby. Joining the Western Australian talent at Paramount this year will be national designers Magdalena Velevska and Yeojin Bae.

This year the spectacular Western Australian Museum will house Fashion Paramount. Under the direction of the Festival team, this impressive venue will be transformed into a world-class runway venue able to house 5,000 fashion spectators over five days.

Fashion Paramount will also host three new concept designer capsule shows featuring 10 designers as well as the popular WA Designer Collections shows.

WA’s fashion rock royalty Wheels & Dollbaby celebrates its 25th anniversary at Perth Fashion Festival this year and will close the Festival with a spectacular show to be held at His Majesty’s Theatre.

Perth Fashion Festival is supported by the State Government, through Eventscorp and the Department of Culture and the Arts, as well as the City of Perth.

The Perth Fashion Festival calendar includes over 40 free, ticketed and invitation-only high fashion events.

Tickets for PFF ticketed events are now available from Moshtix , visit www.moshtix.com.au or call 1300 GET TIX (438 849).

For further information about Perth Fashion Festival or to view the 2011 calendar of events visit www.perthfashionfestival.com.au.

Yeojin Bae @ PFF

Perth Fashion Festival (PFF) has confirmed one of Australia’s most coveted designers Yeojin Bae will show her Summer 2011/12 collection, Premiere at the 13th annual Festival on 22 September 2011. Her collection will be the first to show at the new-look Fashion Paramount and will mark the designer’s first runway show in Western Australia.



yeojin bae spring summer 2012 collection



Designer Yeojin Bae

Having amassed a worldwide cult following and stocked in some of the world’s most desired shopping destinations including Barney’s New York, Matches in London and Harvey Nichol’s in Dubai, Yeojin will make her Perth debut at PFF’s sophisticated new home – Hackett Hall at the Western Australian Museum.



“I am thrilled to be opening Perth Fashion Festival’s Fashion Paramount shows with my Summer 2011 collection ‘Premiere’. This will be my debut runway in Perth and I look forward to showing my collection of sophisticated and feminine daywear to cocktail pieces,” Yeojin said.



PFF Director Mariella Harvey-Hanrahan said she was thrilled Yeojin had chosen to show her Summer 2011/12 collection at Perth Fashion Festival.



“Yeojin is a cult status label and a big name in the Australian fashion industry and we’re delighted that she will be the opening show at Fashion Paramount!”


“Yeojin’s decision to show at PFF confirms that our Festival is being noticed by all the right people. It’s encouraging that Eastern States-based designers want to show at PFF – it evens things out with so many Western Australian designers showing at fashion events like Rosemount Australia Fashion Week,” Ms Harvey Hanrahan said.

Premiere will showcase Yeojin’s signature style – an edgy elegance with razor sharp tailoring. The collection features necklines decorated with mesh fabric, sequined pieces that hug the body in an array of sleek silks.



PFF will launch its 2011 calendar at an invitation-only event on 9 August.

You!?! Yes YOU!!!!

Perth Fashion Festival’s (PFF) talent scouts are on the hunt for volunteers interested in a career in fashion and events.


Style Envoy is an opportunity for enthusiastic and talented Western Australians to develop their PR, events and marketing skills at a world-class fashion event.


PFF Marketing and Sponsorship Coordinator Jessica Snook said her experience as a Style Envoy volunteer was invaluable and helped her secure employment in an industry she aspired to.


“It can be difficult to gain experience in WA’s competitive events and fashion industry, so Style Envoy was a great way for me to make contacts and experience what goes into running a successful fashion event,” Ms Snook said.


“Style Envoy is challenging but also a lot of fun. Volunteers get to help out in a range of areas from dressing models, front-of-house and event management support,” she added.


PFF is seeking 100 volunteers to fill administration, marketing, event management, publicity, backstage, styling, production and VIP hosting roles at the 2011 Festival.






All volunteers must be available to work in a full time capacity from Wednesday 21 September to Tuesday 27 September. Shifts will be 6-8 hours and will run from 8am to midnight. Volunteers will be required to work a minimum of five shifts over the Festival period.






Applications for Style Envoy 2011 are open until 30 July 2011. All Style Envoy volunteers will receive a formal induction, with thorough training and support. Applicants must be over 18 years of age.


For more information or to register your interest in becoming a Style Envoy volunteer please email style.envoy@perthfashionfestival.com.au.

It's almost that time of year again!.......PFF!

Media Release: PFF confirms designer line-up and new home for Fashion Paramount

Perth Fashion Festival (PFF) today confirmed Story By Tang, Ae’lkemi and S2 as its first three stand-alone designers that will show their Spring/Summer 2011/12 collections at Fashion Paramount in September.




Christine Tang’s penchant for party dresses, Chrissie Catling’s bold, minimalist look and Alvin Fernandez’s statement gowns will bring some serious fashion ‘cred’ to the new Fashion Paramount at Hackett Hall at the Western Australian Museum.




Winner of the PFF 2010 Designer of the Year award, Alvin Fernandez of Ae’lkemi said he was thrilled to be asked to be part of this year’s Festival.




“My business partner Annmarie and I were so excited to be invited to show at PFF. We are very much looking forward to staging our first solo show on home soil and can’t wait for the people of Perth to see what we do on an international and national level,” Mr Fernandez said.




PFF Director Mariella Harvey-Hanrahan said the line up of stand-alone designer shows at this year’s Festival is sure to impress and pique the interests of fashion followers of all tastes.




“Story By Tang, S2 and Ae’lkemi are three strong examples of the fashion talent we have in this State and we are delighted to have them on board for the 13th annual Festival. All have achieved widespread acclaim for their innovative designs and together have notched up an impressive show portfolio including StyleAid, G’Day USA, Milan Fashion Week and Rosemount Australian Fashion Week (RAFW).”




“Paramount will be the fashion pinnacle during the Festival and over the next few weeks we will have many other exciting designers and initiatives to announce as part of our 2011 program that is testament to the strength, diversity and growth of the Festival,” Ms Harvey-Hanrahan said.




“The Museum is an exciting and sophisticated new home for Fashion Paramount. The beauty of the venue is a fitting complement to fashion and its simplicity will ensure that all eyes are on the 32 designer collections we will be watching on the runway.”




Giant dinosaurs and prehistoric creatures will exit Hackett Hall in coming weeks so the architecturally and historically significant space can be transformed into a fashion venue able to cater for 5,000 guests over five nights.


With a European-inspired extra-wide runway, the Museum’s high ornate ceilings and stunning polished boards, the new Paramount’s understated elegance will be an impressive home for the Festival.


PFF is supported by the State Government, through Eventscorp and the Department of Culture and the Arts, as well as the City of Perth. Further information on PFF 2011’s new program of events and venues will be released in coming weeks.






Perth Fashion Festival will be held from 21 – 27 September.

Styleaid 2011

Sensory overload: The sensual touch of velvet… The depth of a midnight sky… The fragrance of a hundred roses… The melodic tones of violins… The taste of life

Sumptuous, luxurious, extravagant, lavish and decadent



Consistently raising the bar in glamorous and extraordinary events each year, the STYLEAID committee, in conjunction with WAtoday.com.au and the WA AIDS Council is pleased to present their most decadent theme to date, O...PULENT.


OPULENT marks a return to a formal black tie affair, STYLEAID in 2011 has many more surprises in store to keep ahead of the trend and set that standard of fashion fundraising events in Western Australia.


While the list of designers remains under wraps, STYLEAID Creative Director Aly May has some of the biggest surprises up her sleeve that will sends hearts racing when the first model steps out on the runway.


The STYLEAID Committee and naming rights sponsor WAtoday.com.au present STYLEAID Opulent at the Burswood Entertainment Complex of Friday 29th of July 2011, tickets on sale now.

Father... It's Lords and Common!



ZARA HAS LANDED

Zara the Spanish Fashion Powerhouse has finally hit our shores, taking up an impressive 1,400 square metres of retail space spread across 2 floors at Westfields, Pitt Street in Sydney.  

The interior of the store is clean, modern and sophisticated with extra wide pathways, creating a feeling of space, comfort and ease for shoppers.

Zara opened its first location in 1975 in Spain. It is owned by the Inditex Group, one of the world’s largest fashion retailers, which has more than 5,000 stores worldwide under eight fashion concepts: Zara, Zara Home , Massimo Dutti, Pull&Bear, Oysho, Bershka, Stradivarius and Uterqüe.

Stores all around the worls receive new stock twice a week, majority of the merchandise contained in the shipments are alike to the latest fashions straight from the catwalk. Zara offers luxe for less, employing in excess of 1,000 design staff ensuring that each item is up to the Zara standard.

Zara looks further to cement their icon brand within Australia with plans to launch a second establishment on Melbourne’s Burke Street during June of this year. Zara’s arrival in Australia means that the retailer now has stores in 78 countries on five continents -- more than 1,700 Zara stores worldwide.