Every year in March, lovers of quality and innovative fashion flock to Melbourne to partake in the Virgin Australia Melbourne Fashion Festival (VAMFF); an event which gives designers of all calibres a platform to exhibit their work.
As part of this year’s offsite runway series, label P.E – PENELOPE EFTHIMIADIS presented a fashion show like no other.
With a fresh and exciting take on the concept of the classic runway, young Melbourne designer Penelope Efthimiadis took a chance and went with her gut instinct, leaving the audience wanting more.
Upon entering the space, guests were greeted by genuinely smiling faces – a somewhat uncommon sight in the dog-eat-dog industry of fashion.
A relaxed, yet chic setting, romantic fairy lights adorned the white-washed walls before a faux-grass stage, with full tea party set-up, inclusive of teacups, cupcakes, deckchairs and old-school games for entertainment.
Reminiscent of a bygone era, the second floor of Bourke Street’s L1 Studios was transformed into the ultimate garden party setting, which had all intrigued for what was in store.
Without too much information provided prior to the event, guests waited with bated breath while sipping on their complimentary champagne by Glen Maggie Wines, Kopparberg cider and filtered coffee of North Melbourne’s Auction Rooms.
Once the tunes started, the crowd parted and the models ventured through one at a time.
Walking through the lined walls onto the garden party ‘runway’, photographers flashed their cameras every which way to catch the best angle of the model and her adornments, while the models casually interacted amongst themselves and posed for the onlookers.
The designer, inspired by the Pre-Raphaelite Brotherhood, exhibited her third collection – La Nouvelle Vague (The New Wave) with a ’70s colour palette of orange, pale pink, fuchsia, cream and black.
Those familiar with Efthimiadis’ work would know to expect well-structured, yet softly tailored garments that transcend the usual seasons of fashion, something that the designer effortlessly delivered once again.
Slowly but surely, the crowd became enlightened as to what was unfolding before them: they were witnessing the official shoot of the collection – garden party style – bringing the consumer one step closer to the behind-the-scenes of the fashion industry.
“That was really different for everyone, no-one was really expecting that,” Efthimiadis told Neos Kosmos.
“But I think everyone really enjoyed the different approach to a classic runway.”
With the assistance of visual merchandiser Eleni Telianidis, the designer was able to bring her concept to life, the two having collaborated on the designer’s previous collection preview.
A packed out venue, with a mix of industry officials, fashion lovers and supportive friends and family, the designer couldn’t be happier with the turnout.
“It was really great. A lot of new faces that I didn’t know and a lot of great feedback from people who didn’t know about the label.”
For more information about the label, visit www.penelopeefthimiadis.com/ or www.facebook.com/penelopeefthimiadisPE