The 2014 Virgin Australia Melbourne Fashion Festival (VAMFF) program, website and marketing campaign was officially launched today by Deputy Premier and Minister for State Development, Peter Ryan.

Running from 17-23 March 2014, the Festival will showcase the best in Australian fashion through parades, shows and exhibitions, along with a diverse cultural program of activities.

The VAMFF Business Seminar is expected to remain a highlight of the 2014 festival and the cornerstone business event, attracting up to 1,000 delegates.

Speaking at the launch, Mr Ryan said the Melbourne Fashion Festival was Australia’s largest retail and consumer fashion event and the key platform to launch Autumn/Winter collections available in-store.

“It also delivers a range of business events for the fashion and retail sectors and plays a big part in promoting Melbourne as Australia’s fashion, design and retail capital,” Mr Ryan said.

“This is why the Victorian Coalition Government has been the major sponsor of this Festival since the Kennett Government helped set it up in 1997. I am delighted that Virgin Australia has joined the Festival as both as both Principal and Naming Rights Partner over the next three years.

“Virgin’s brand, style and attitude is a great fit with Melbourne and this iconic event. This partnership will boost the Festival’s retail tourism marketing strategy and encourage visitors to ‘fly in, stay and shop’.

“This partnership will enable the Festival to take its connections and profile to yet another level in both the national and importantly, overseas markets.

“I thank L’Oréal Paris for their support as Naming Rights Partner over many years – helping to globally position it as one of Melbourne’s leading events and we look forward to L’Oréal’s continued support as a Major Partner and exclusive Beauty Partner.

“The 2013 festival was the most successful to date, attracting almost 380,000 attendees to 149 programmed events and achieving more than $63 million in media coverage. I look forward to similar outcomes this year,” Mr Ryan said.