PFF: PERTH, FASHION FORWARD!

The Models about to go on stage.

Perth Fashion Festival (PFF) officially launched its 2012 campaign and calendar of events yesterday, at the State Theatre of WA. This year, PFF pushed the boundaries of Perth Fashion by revealing a campaign that was bold and striking. The colours used were bright and tonal and the shapes were strong and exaggerated.

The Gorgeous ladies having a media moment.

The official campaign for PFF was styled by Michelle Jank, but yesterday's launch was styled by Teagan Sewell. Carrying on the fashion forward theme, Teagan incorporated as many WA designer labels as she could fit on ten gorgeous models, by layering shapes, textured and tones. I think we were all a little nervous as to how the look would pull together, but standing together with their hair, make up and accessories on, the girls looked incredible.

My two favourite looks from the launch!

The best part of this campaign for me was the use of millinery! I love hats and fascinators! I wish we still lived in an era where it was acceptable to adorn your head with exciting and eccentric things. But alas the only adornments found on the top of women's heads these days are huge knobbly buns *sigh*...anyway, moving on...

The media and public received the campaign really well. I think the Perth fashion scene was screaming for something like this, a little shift outside the box.

As for me, my part in the whole thing was helping to dress and style the models for the show yesterday. I had the best time! Even though I had to get up at 4am and wait four hours for a coffee shop to open, it was all worth it! Teagan was needed in Melbourne and couldn't make the launch so she left the styling and back of house management in the capable hands of her former intern and now successful freelance stylist, Emily Howlett. As Emily left to crack the whip and make sure everyone was running on time, myself and a group of super talented girls busily readied the clothes, taped the shoes, laid out the accessories and dressed the models. Once they were ready and fabulous, we ushered the models out for last minute touch ups and photo opps and then it was show time!

Back stage in the styling quarters, the accessories are ready to go!

The designs used in the show were Flannel, Garth Cook, Zhivago, Little Gracie, Steph Audino, Ange Lang, Morrison, Wild Horses, Fenella Peacock, Martini + Coz, Dinosaur Designs, Sewellery, Poppy Lissiman, Butcher and the Crow, Reny Kestel and Sophie Kyron.