Melbourne Fashion Week Is Coming Back “Phygitally” In November. Yes, You Read Right!

Due to the pandemic, fashion events such as the Melbourne Fashion Week have been postponed because of the social distancing restrictions. That’s why the event organisers needed to get more creative since the show must go on. That said, according to Vogue, they decided to make the fashion week “phygitally” in November 2020.

The event will be reimagined as a mixed-media program, meaning – it will have fashion-focused events both with online runways as well as “socially distanced physical activations and pop-ups.” It will involve Melbourne-based 20 live-streamed runways that will be available on their websites etc. The collections during the Melbourne Festivals will also be showcasing classic, evergreen collections, rather than new spring/summer collection, as it will mark their commitment to sustainability.

Big-name brands such as Tod’s, Superga, Vestiarie Collective, Balenciaga, and Marc Jacobs, are already on board with the festival’s sustainability.

Tod’s and prominent Chinese fashion influencer, Mr. Bags will be collaborating and establishing a line of bags that fit for the summer – pale pistachio, light tan, and almond. Mr. Bags is a prominent social media influencer who has high expertise in luxury bags so this collaboration is a match made in heaven.

Superga will be establishing a plight of natural, recyclable materials in their new line, Organic. Reimagining classic styles tailor-made by recyclable materials and interlacing the heritage of the past and the innovation of the present are sure signs of environmentally friendly – focused theme.

Marc Jacobs will be debuting his new collection, Heaven, which revives the style trends of the 90’s nostalgia.

With much anticipation for Melbourne Festival Week, it is an event to look forward to once the lockdown restrictions ease up. This event should boost Melbourne’s economy, especially for local retail, fashion, design, and hospitality industries.

Editorial credit: Marina Tatarenko /

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