VAMFF Runway Trends
The most anticipated fashion event of the year Australia wide is currently underway– the Virgin Australia Melbourne Fashion Festival.
Though the process of selection is equally as slim as it is careful, a lot of our favourite home-grown labels have a place in VAMFF’s catalogue. Whether through independent events or staking a claim on a VAMFF runway.
Here at the office, we may have noticed that this year’s casting directors have decided to #AddPepper to the runways.
Beyond that, we’re seeing a lot more diversity in the marketing aspect of VAMFF alone.
It’s no secret that the fashion industry is rooted in traditionalism, and subsequently is resistant to global changes.
Social Media has been a huge factor in models of varying ethnicities and body shapes being able to claim centre stage. A single tweet from an aspiring model can ripple out into the digital ether and find itself in the hands of fashion movers and shakers across the globe. Much like Aaron Philip, a Black, trans, disabled model who recently signed to Elite NYC.
Philip was born in Antigua and raised in the U.S. She tweeted back in 2017 that she aspired to be agency represented, and the rest has literally become history. Read more about Philip’s story here.
Essentially, it’s the social aspect of social media that fosters its’ power. We’re awfully tired of seeing the same cut-copy standard of beauty or typecasting that limits minorities to ‘supporting roles’. Society has more power now than they ever have in influencing what we see on the runway. Ashley Graham–a renowned model with a wonderfully curvaceous frame was announced to be walking in VAMFF Runway 4, and headlining as a keynote speaker at the Australian Fashion Summit.
It’s been a refreshing experience to see such a multitude of diverse experiences reflected in VAMFF so far, but we’re hoping that as the fashion trends of the seasons’ collections come and go, the trend of representation and diverse casting becomes a constant.
- Kyah Parrott