fashion week

Melbourne fashion festival.

VAMFF

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How to sell 10,000 dresses: Adam Ferrier on The New Consumer

Written by Tania Braukämper on 17 Mar 2012

When Adam Ferrier, founder of Naked Communications, stepped up to the podium this week to talk to the VAMFF forum on The New Consumer, he focused on the question of changing consumer behaviour. And he framed up his argument in a very specific way: he pondered the question of how to sell 10,000 dresses. It was just am example of course, plucked from thin air…

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Backstage transformations at Gorman

Written by Tania Braukämper on 17 Mar 2012

Backstage at the third major runway for VAMFF (Melbourne Fashion Festival) 2012, messy, wet look hair was being artfully created. These wet strands were soon to become the tumbled tail we were so smitten with, a kind of double-twist that looked like a fish plait. Matched by lived-in black eyeliner that gave a rock-star edge, the models backstage were transformed wholly to fit the mood…

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Looking up at Collette Dinnigan

Written by Tania Braukämper on 16 Mar 2012

In any runway show, the perspective from the press pit is very different to that of the audience. And there’s very good reason for that: it’s so photographers can capture the full outfits, in all their glory and drama, much like Kelly Defina did at Collette Dinnigan’s VAMFF (Melbourne Fashion Festival) show this week. This shot captures model Sophie Van Den Akker in mid step…

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Hair how to: the faux fish plait

Written by Tania Braukämper on 14 Mar 2012

Even from the vantage point of a front-row seat, this hairstyle on the runway looked like something it was not. Giving off the impression of being a complex fishtail braid, it turned out to actually be two simple twists, stitched together. Lived in, cool, tumbled and coiled, it’s surprisingly simple to create.

After the break, find out how to recreate the style in 5 easy steps.

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Retail and the paradox of choice: are our wardrobes obese?

Written by Tania Braukämper on 14 Mar 2012

Obese people don’t eat greater quantities because they enjoy food more than other people do; they eat more because they get less enjoyment from food. While one person might only need a square of Cadbury milk chocolate to feel satisfaction, for someone with clinically diagnosed obesity to get the same sense of reward it might take the entire block.

That’s all according to some recent research. What’s not clear is whether the desensitization to pleasure from food is the cause of weight gain or result of it. But it’s an interesting theory none the less. And while Howard Parry-Husband was speaking at LMFF industry forum The New Consumer – albeit on a topic completely unrelated to food – I found my thoughts being drawn back to that research.

Read 'Retail and the paradox of choice: are our wardrobes obese?' »

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