Fashion advertising / Fashion blog / Fashion pictures / L'Oreal Melbourne fashion festival

LMFF: behind the scenes of the 2009 Creative

Written by Daniel P Dykes.

Hands up if you thought that this year’s L’Oreal Melbourne Fashion Festival (LMFF) campaign was simply some Photoshop brilliance? Not so it seems, as this behind the scenes video reveals.

The 2009 Festival imagery was developed by the creative genius of Paper Stone Scissors who have now worked to develop the innovative images for LMFF for a third year. The expertise of globally renowned photographer Juli Balla and L’Oreal Makeup Director Rae Morris were employed to create an innovative and inspiring look.

The images have come alive with the talented styling and deft craft of Richard Nylon and LMFF Festival Director, Karen Webster providing creative direction.

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Late one Oxford night Daniel P Dykes set about creating a fashion publication that would go someway to being an arbiter on fashion as it appeals to the emerging power generations: those who don't remember a world without the Internet and for whom work plays second fiddle to pleasure. And so Fashionising.com was born as a publication for those who were focussed not just on fashion's trends, but on society's too, and how those trends could all go to heighten the art of living. Hence, Daniel sees a future where, for those young at heart, both fashion and style are grounded in traditional quality, but with a youthful, sensualised edge. Daniel is Fashionising.com's Editor in Chief and Chairman.