The L'Oréal Melbourne Fashion Festival has kicked things off early with the launch of their 2012 Festival Campaign, one designed to evoke a “tactically, all-embracing quality... that emanates a strong sense of community through celebrating local Australian talent, their love of the festival and all that Melbourne has to offer”, according to the festival's Chief Executive Graeme Lewsey.
Instead of a sole celebrity ambassador for the festival, the 'Friends of the Festival' campaign seeks to highlight a range of Australian talent, including headlining international models Myf Shepherd, Nicole Trunfio and Alexandra Agoston. Of the 'all for one, one for all' approach to marketing the festival, Lewsey played the good old social media card, deeming consumers "the new fashion authority" and the campaign as being "level headed, tactile and not pulling on celebrity endorsement. It puts everyday consumers in the heart and soul of this campaign."
Interestingly then, in addition to the bounty of local talent on offer, equally as bountiful international burlesque style icon (and celebrity, duh) Dita Von Teese will make an appearance on the runway to showcase her underwear range, or Von Follies by Dita Von Teese for Target. Said The Teese: "I am delighted to celebrate the launch of Von Follies by Dita Von Teese, my debut lingerie collection for Target Australia at the 2012 L'Oréal Melbourne Fashion Festival. I look forward to appearing on the coveted runway for the first time in my very own designs." Sure thing, Dita, you and the other 370,000 expected festival attendees. It is their festival, after all.