Virgin Australia will no longer sponsor Melbourne Fashion Festival, but event will still go on

While many other festivals have cancelled upcoming events, the biggest consumer fashion festival in the world will return to Melbourne in March, with plans underway despite the coronavirus crisis.

Virgin Australia will no longer sponsor the Melbourne Fashion Festival, which is reverting to its original name.

While many other festivals have cancelled upcoming events the biggest consumer fashion festival in the world will return in March next year to celebrate its 25th anniversary, with plans well underway despite the Covid crisis.

Virgin Australia had been a major sponsor of the Melbourne Fashion Festival since 2014. Picture: Tim Carrafa

Festival chairman David Briskin says from Friday it will drop the naming rights sponsor from the festival’s official name, which has previously been know as the L’Oreal and Virgin Australia Melbourne Fashion Festival.

“We have enjoyed a wonderful and longstanding partnership with Virgin Australia since 2014, and are sincerely thankful to all of the Virgin Australia team, past and present, who have supported us over the last seven years and have been with us at every step of our growth trajectory during that period,” he says.

Jesinta Franklin showcases a design during the David Jones Gala Runway Show at VAMFF in 2017. Picture: Graham Denholm.

“Looking forward, we are greatly encouraged by the ongoing support of the State Government of Victoria, and its commitment to major events in Melbourne as we design a responsible program of creativity, innovation and retail led experiences that deliver tangible outcomes to the State, and all participant groups involved.”

Erin Wasson at the Royal Exhibition Building at one of VAMFF’s runway locations.

In a positive move for the struggling local fashion industry, the festival will engage consumers and help to revitalise Australian brands.

“Currently the MFF team is working hard behind the scenes to curate our event for a new world environment, and we look forward to sharing a re-imagined Melbourne Fashion Festival program with you in the coming months,” Briskin says.

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