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Melbourne Fashion Week Program Launch 2025

When:

September 2025

Campaign:

M/FW Program Launch

Results:

Engaging winner of RuPaul’s Drag Race Down Under, Lazy Susan, to hand deliver 40 of the juiciest jelly invitations to a selected list of talent and media, serving, jelly, looks and a whole lot of chaos.

Highlights:

Delivery list included Luke and Sassy Scott, Maria Thattil, Sage Mellet, Kairo Calvitto, Mattie Gouman and Tatenda Luna.

Back to Projects

To shake things up and celebrate the Melbourne Fashion Week 2025 Program Launch, we hit the streets with the one and only winner of RuPaul's Drag Race Down Under, Lazy Susan (@mslazysusan) to hand deliver 40 of the juiciest jelly invitations to a selected list of talent and media, serving, jelly, looks and a whole lot of chaos.

This year’s theme, Come As You Are, invited everyone to be part of a citywide celebration of self-expression, and the community and creativity that define Melbourne as Australia’s fashion capital. The program features six premium runways at standout locations across the city – including the brand-new sustainable luxe retreat 1 Hotel Melbourne, the Italian artisanal dining hub il Mercato Centrale, the acclaimed Melbourne Recital Centre, the striking 101 Collins Street, Kensington’s vibrant Younghusband, and a return to crowd favourite Little Bourke Street with Emporium Melbourne.

Showcasing a mix of emerging, independent and established designers, M/FW continues its focus on sustainability and inclusivity while celebrating Aboriginal and Torres Strait Island cultures and Australia’s diverse fashion community.

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