On Monday 18th October, 2021, Kate & Co. PR managed the publicity on behalf of City of Melbourne for the official launch of the Melbourne Fashion Week 2021 program, unveiling a line-up of exciting and accessible events from Monday 15 to Sunday 21 November, supporting the recovery of local fashion, retail, and hospitality industries.
This year’s program will feature more than 250 designers and 300 retailers across 100 events and sessions, including runway shows, independent events, fashion capsules, M/FW Conversations, and digital events. More than half of the Melbourne Fashion Week program is free, and all ticketed runways will be available for free online viewing after each runway event.
For the first time ever, the M/FW runways will move away from the Town Hall and will instead be set against a backdrop of iconic spaces this year, from the deep sea corridors of the SEA LIFE Melbourne Aquarium to the Seafarers Bridge at South Wharf.
Hosted in the courtyard of Queen & Collins in the Melbourne CBD, and following COVID-safe protocols, Lord Mayor Sally Capp spoke through the adapted program, the importance of the event going ahead in a physical capacity, and why it is so important for Melburnians to get out and support the fashion, retail, and hospitality industries after another challenging year.
Kate & Co. PR were thrilled to secure broadcast coverage across Channel 7, 9, & 10, 3AW, smoothfm, as well as a pre-publicity pic story in the Herald Sun, running Pg. 3 on the day of launch.