or the first time ever, L’Oréal Melbourne Fashion Festival (LMFF) is hosting a Menswear Runway show dedicated solely to Australia’s best menswear labels. The show will feature the Autumn/Winter collections from leading menswear designers including Arthur Galan AG, Autonomy Autonomy, Alpha60, Campaign, From Britten, Farage, Three Over One and Vanishing Elephant.

LMFF’s Creative Director, Grant Pearce, believes it is only fitting that the festival hosts a standalone menswear show in 2011, as there has been a strong shift in men’s attitudes towards fashion. As the world’s largest consumer fashion event, LMFF’s primary focus is to make fashion accessible to the public and such a shift in men’s attitudes represents a vital part of their retail landscape.

To celebrate the event, supermodel Helena Christiansen will be making a special guest appearance walking in the show wearing custom-made designs from leading Australian designers including Alex Perry. It seems strange she’s part of the men's show, but it makes thing even more appealing, so we’re not complaining. Joining Ms Christensen on the Menswear Runway will be over 20 of Australia’s best male models to showcase the featured menswear collections.

The Menswear Runway Show will take place at Central Pier in the Docklands tonight, Thursday March 17, at 10.30pm. Find out more here.