The Virgin Australia Melbourne Fashion Festival Ltd. (VAMFF), the not-‐for-‐profit organisation that owns and delivers the nation’s largest consumer focused fashion, beauty and business event, today unveiled the highly anticipated program that will take place this March, promising consumers a inspiring fashion experience and sensory overload. The world-‐class event is set to attract hundreds of thousands of visitors from Victoria, across Australia and around the world, to attend a full schedule of Cultural Program events running from 1-‐31 March and the Festival’s core program of Runway and Business Events will take place from 17-‐23 March. The Festival runways are where Australia’s leading ready-‐to-‐wear designers present collections to not only be critiqued by industry and peers, but most importantly viewed by thousands of discerning consumers all ready and willing to ‘shop the runway’. This designer line up in 2014 is premium and second to none with over 100 designers showing including; Bec & Bridge, Christina Exie, Discount, Dorota, Emma Mulholland, Finders Keepers, Jagger, Kahlo, Kathryn Beker, Keepsake, macgraw, Neo Dia, Cameo, Tululah and Wild.Horses making a Festival debut alongside a stable of unparalleled designers listed below in alphabetical order: Alice McCall, Arthur Galan, Aurelio Costarella, Bassike, Bec & Bridge, Bianca Spender, búl, Carla Zampatti, Christopher Esber, Dorota, Easton Pearson, Ellery, Ginger and Smart, Gorman, Hardwick, Jolet, Josh Goot, Kahlo, Kate Sylvester, Kuwaii, Leonard Street, Life with Bird, Limedrop, Livia Arena, Lui Hon, Maticevski, Megan Park, Michael Lo Sordo, Rachel Gilbert, Rodeo Show, Sass & Bide, Scanlan Theodore, Secret South, Shakuhachi, Strateas.Carlucci, Trelise Cooper, Willow, Yeojin Bae and YB J’Aime by Yeojin Bae. It is with great delight that the Festival welcome back to the runway established Australian favourites Alex Perry, Alpha60, camilla and marc and Thurley further cementing the Festival’s position as the country’s leading consumer driven retail platform. Supported by Minister Asher, “The Virgin Australia Melbourne Fashion Festival puts Australia’s fashion industry on a global stage and showcases Melbourne as one of the world’s premier cities for retail and design.” “The Festival plays a critical role in stimulating retail spend, developing local skills and encouraging tourism to Victoria,” Minister Asher continued. Graeme Lewsey, Festival CEO, expressed his confidence in the 2014 program. “I am delighted to reveal a full program of free and ticketed events for everyone to enjoy. Each event is produced within the utter most artistic integrity and is easily accessible to consumers. Developing engaging creative fashion and cultural events, and a program of seminars that tackle economic challenges, has been a feat that we at the Festival are truly proud. The program will awaken the senses, and expose consumers to new ideas, promising a love and appreciation for our Australian fashion industry,’ said Lewsey.