Last night the L’Oreal Melbourne Fashion Festival launched their 2011 program at the annual garden party on the lawns of Government House. In just a few weeks, the festival will begin in Melbourne, the first since Creative Director Grant Pearce was appointed. With his new lead brings a slightly new direction: this year the festival celebrates fashion for the people, making it more accessible and involving more of the public. It also includes a lot more men’s ware labels, has restructured the emerging designer awards and is using Melissa George as the face of the festival – a personality rather than a model.

Most importantly, however, as it does every year, LMFF will be showcasing the best and most innovative in Australian design for consumer fashion.

The L’Oreal Melbourne Fashion Festival Runs from March 14-20.

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