CAMILLA Grand Showcase for #VAMFF 2014

The Camilla grand showcase during VAMFF 2014 was tipped to be the parade of the festival. A runway show comprising over 60 exits parading down an exclusively designed and printed 48 metre runway, it was the only solo show on the VAMFF official parade calendar.

Camilla Franks chose to unveil her AW 2014 collection And God Created Woman during VAMFF 2014 instead of at Mercedes Benz Australia Fashion Week (industry only) in early April, giving attendees at this consumer based event an exclusive look at what’s in store.

I’m a big fan of Camilla’s wares on the runway, mainly because of the creative flair and styling you only see live during a show. In a sense, it urges you to dive into a fantasy world directed by Franks’ dreams. A strong creative vision always makes for a fabulous catwalk experience, and in this instance the show didn’t disappoint.

I was left wondering, however, why we didn’t see a Melbourne based designer in this showcase, considering it’s the Melbourne Fashion Festival.

Could it be that the direction of the festival has changed since Virgin Australia took over naming rights this year, switching from L’Oreal and a beauty focus, to air hostesses ushering guests to their seats?

A heavy presence of Sydney media, celebrities, bloggers and corporates was also noted at the parades, which isn’t necessarily a bad thing, but with MBFWA only a week away should VAMFF not have really pushed the Melbourne angle in this showcase?

Lucas Dawson Photography.

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014

CAMILLA Grand showcase at VAMFF 2014