L’Oreal Melbourne Fashion Festival is upon us again, or as I have affectionately nicknamed, L’Oreal Melbourne Fashion Fortnight, since there is a full week of LMFF related cultural programs prior to the actual festival. I’ve attended several events most of which have taken place at the infamous Penthouse Mouse. Champions of young design, PHM is a popup shop and more, which exists just once a year for two short weeks during Fashion Fortnight.

The PHM website boasts ‘More than just a shopping location, PHM encompasses site-specific artworks, runway shows, live photo shoots and other random happenings.’ and rightly so. It’s a veritable hot spot for all things fresh and exciting in the fashion world and beyond, each year receiving record attendees  wanting to bask in the talent of Melbourne’s thriving underground design scene.

On Friday night I stalked my way into the strictly invite-only Midmouse event where the independent designers showcased during PHM’s short life cycle get an opportunity to send their life’s work down the runway.

Avant-garde finery by Queensland based label, Subfusco, was my pick of the runway. I was lucky enough to have a chat prior to the show with the label’s designer, Josh, who’s kindly agreed to let Sea Of Ghosts readers see more of his label when he returns home after LMFF.

I was also taken by the quirky pieces from Melbourne based label, From Britten.

I’m very excited to be involved with LMFF this year and I’ll be covering more shows and events in the coming week, although due to my hectic show/work schedule posts may be slightly delayed.

March 14th, 2010
Design Inspiration, LMFF, Runway
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