VAMFF 2017 Melbourne Premium Runway

VAMFF 2017: Premium Runway 7 – that’s a wrap

The 2017 Virgin Australia Fashion Festival finished up with a bang on Sunday 19 March with Premium Runway 7, the festival finale.

The late night runway, starting at 9pm, invited VIPs for cocktails, bubbles, and vino an hour prior to the show. The exclusive Virgin Australia pop-up bar played host. International caterers from Los Angeles, EP & LP, served their guests with impeccable modern day Asian-fusion tasting platters to set the tone. The Virgin Australia Bar was designed with a purple haze lighting, communicating elegance and exuberance.

VAMFF 2017 Melbourne Premium Runway

Meanwhile, in The Plaza, photo booths and pop up delights were alive.  Walking through, to my right I saw a lineup for complimentary Virgin Australia fairy floss — to my left the Asahi bar filled with fashionistas. Further down to my right the grand Mercedes Benz swings and GIF and Instagram opportunities. At the very end was the Priceline Pharmacy make-up bar. And not to mention the Westfield Doncaster ‘Mirror Mirror’ installment — a colourful arrangement capturing the unique 2017 VAMFF festival pop-ups.

When showtime started, guests made their way to the entrance of the iconic Royal Exhibition Building for the last runway of the festival, presented by Oyster.

VAMFF 2017 Melbourne Premium Runway

With high ceilings, flawless architectural surroundings, and stylish crowds, the VAMFF runway established its dim lighting and refined dance tracks to welcome the emerging designers for the world class event.

The lineup included Australian leading designers such as Pageant, Eugenie, Garbage TV, Wynn Hamlyn, and Kloke.

Premium Runway 7 displayed a combination of super street and urban, yet abstract, comfy pieces to tie in with the Oyster Magazine tone.

VAMFF 2017 Melbourne Premium Runway

Sponsored by Priceline Pharmacy, attendees all received a gift bag featuring the latest Marie Claire magazine edition, Lavazza coffee, and not to mention the Priceline Pharmacy black box filled with a surprise of goodies.

That was a wrap for 2017 VAMFF. Can’t wait for next year.

– Sheena
Sheena Reyes:  Actress, writer and filmmaker.  Follow her on Instagram: @sheenareyes

The Virgin Australia Melbourne Fashion Festival (VAMFF) runs 1-19 March 2017 at venues throughout Melbourne. Buy tickets now. Most venues are accessible. 

Read our guide to VAMFF, and view all our VAMFF 2017 coverage.

Disclosure: The Plus Ones were invited guests of AMPR.
Image credit: Lucas Dawson Photography.