Melbourne in its element for L'Oreal Melbourne Fashion Festival

NOT content with hosting the F1 Grand Prix, the soon-to-kick-off AFL season, Black Caviar galloping on Friday and a party for Ellen next week, along comes the annual celebration of style.

SIMPLY sunny Melbourne is going off.

Not content with hosting the F1 Grand Prix, the soon-to-kick-off AFL season, Black Caviar galloping on Friday and a party for Ellen next week, along comes the annual celebration of style - the L’Oreal Melbourne Fashion Festival.

And boy, the culture capital has nailed how to run this consumer-driven, retail-friendly concept which has brought in millions to the State since it started 17 years ago.

A totally egalitarian event – tickets are available for everyone, which avoids too much industry naval gazing - L’Oreal ambassador Megan Gale was in fine form at the official opening at Government House.

Even current Victorian Premier Denis Napthine and Former Victorian Premier Ted Bailleau were gathered in the formal dining room to unleash the week of frocks, forums and fine faces.

Guests at the official opening included festival dynamos Laura Anderson and Graeme Lewsey, designer Camilla Franks, model Jessica Gomes, Ten’s Magdalena Roze, Vogue editor Edwina McCann and the latest L’Oreal ‘face’, Hungarian born Barbara Palvin, yet another exquisite example of the model species.

There are also swag of industry forums happening throughout the week with the Business Seminar attracting names like WGSN founder, Mark Worth, store design expert Ron Pompei and international designer Mary Katrantzou.

I’ll be joining names like Vogue editor-in-chief Edwina McCann, newly appointed Elle Australia Deputy Editor Damien Woolnough, the Herald-Sun’s Kim Wilson, fashion journalist Janice Breen-Burns and publicist Rae Begley talking tomorrow at the Sofitel hotel on the transformation of the Fashion Media Landscape.

The ever stylish Tiffany & Co will announce the winner of its national designer award tomorrow over morning tea at Tiff’s while runway shows are held all week on Central Pier at Docklands.

The group fashion shows kick off tonight, the first being hosted by Vogue and David Jones, followed by others from Harper’s Bazaar, InStyle, Wish magazine, Madison, the City of Stonnington, Yen & Frankie mags and Colonial First State with the L’Oreal Paris VIP bar the hub of air-kissing action for the week.

As well, there are a swag of off-site events including style and beauty workshops, in store appearances, exhibitions, a Westfield lunch, films and even a Sportsgirl-sponsored national graduate show.

Take a look at www.lmff.com.au and follow Melissa on twitter @melissahoyer