There are guerilla-style roving street runways at this year’s Fashion Week

Images by Sonja Maria Sujecki

Words by Ruby Staley

Whats the deal with the guerrilla runways?

Melbourne Fashion Week has kicked off this week, and in a big way.

With the first of the free pop-up shows having commenced Wednesday afternoon, the initiative will see some of the city’s best designers showcased in a series of guerrilla displays.

This year, in its second year of existence, the shows are scheduled to move through unconventional areas of Melbourne, utilising the streets and public transport of the CBD rather than showcasing on an isolated runway.

The first of the schedule, Pop-up 1, saw models travel down Southbank Promenade and surrounding areas sporting gender neutral designs. Featuring the likes of Et Al, Hew, G-Star, American Rag, Barney Cools and Obus, each of the looks achieved a timeless sophistication while supporting the slow fashion movement.

Even battling against the late winter rain, all the models managed to look super chic as they trawled through the streets.

For Pop-up 2, a series of Ready to Wear ensembles will hit the streets Thursday afternoon, during Vogue American Express Fashion’s Night Out. Showcasing Oxford, Saba, Luck & Trouble by Universal Store and Perfect Stranger by Universal Store, the show will be travelling along Swanston Street, QV and Melbourne Central at 4:30 pm, finishing up on Bourke Street Mall at 5:30 pm. The pop up will travel past GPO and Postal Lane, Emporium and Lonsdale Street to lead the way to Street Runway 1: Caledonian Lane.

Catch Pop-up 3, moving through Collins Street on Friday aptly featuring some of Melbourne’s high-end retailers including Adolfo Dominguez, Feathers, Joe Black, Reiss, Husk and Digbys. The Pop Up will begin at Fashion Capsule 5 at 1:00 pm, making its way via tram back to William Street, walking through Bank Place, Equitable Lane, Block Arcade, Little Collins, Howey Place and The Walk Arcade. The show will then walk along Russel Street and Flinders Lane, making a stop Garden State Hotel at 2:00 pm before heading back down Collins Street to finish.

The fourth pop-up, takes us a little out of the city. Bringing styles from Country Road Womens, Country Road Mens, Peter Alexander, Rip Curl, Sportsgirl and Witchery, to Terminal 4 of Melbourne Airport. Experience a MFW first this Friday, 4:00pm to 5:00pm, set to inspire a wardrobe update with summery, travel-worthy pieces.

On Monday, Pop-up 5 will parade a selection of menswear from Jack London, Lacoste, Jac + Jack, Mr. Simple, Rodd and Gunn and Articles of Clothing around the city. The Pop Up begins at 1:00 pm, on the train from Flinders Street Station to Southern Cross Station, and after making a stop at Fashion Capsule 6, will then head up Bourke Street to Goldsborough Lane. Little Bourke Street will lead this Pop Up to 500 Bourke Street Food Court before it heads along Little Queen Street.  A tram will take this Pop UP to Bourke Street Mall before it arrives back at Town Hall. At 2:00 pm, the Pop Up will walk up Little Collins Lane to Southern Cross Lane, then head to Meyers Place, Ridgeway Place and Alfred Place.

For Pop-up 6, Collective Closets, Marimekko, nevenka and Threadgate take things up a notch with some maximalist designs. In collaboration with The Metro Tunnel Creative Project and a select group of Melbourne artists, this pop up will move through the City Square Metro Site and to the Arts Precinct forecourt on Tuesday at 4:30 pm. The Pop Up will then head back up Flinders Street to Scott Alley where a short performance will take place by The Huxley’s, then at 5:30 will travel back past the City Square Metro Site and then into Federation Square before ending back in Scott Alley for a repeat performance.

Pop-up 7 will feature styles from Forever New, Forever New Curve, Jasmine Alexa, Hew, Seed Heritage, Country Road, Drizabone and Barney Cools, paraded by the winners of the Bella Management Unsigned Model Search. At 1:00 pm on Thursday, the Pop Up will travel up Swanston Street via Bourke Street Mall, GPO, State Library of Victoria and then return back down Swanston Street to the Melbourne Town Hall.

Head here for any more information about the M/FW Pop-ups or for tickets to any of the shows and exhibitions.


Lazy Loading