The L’Oréal Melbourne Fashion Festival (LMFF) invites to submit a Cultural Program proposal

The L’Oréal Melbourne Fashion Festival (LMFF) invites to submit a Cultural Program proposalRound 1 Application Deadline: 21 October 2011

Round 2 Applications Deadline: 25 November 2011

L’Oréal Melbourne Fashion Festival dates: 8-15 March 2012

dates: 1-31 March 2012

LMFF invites designers, artists, curators, cultural organisations and institutions to submit a proposal to be included in the LMFF 2012 Cultural Program.

The L’Oréal Melbourne Fashion Festival (LMFF) Cultural Program provides a forum for designers, artists and curators to present their fashion-inspired creative work to the public during the month of March each year.

Extending beyond the officially programmed events of the Festival week, the Cultural Program embraces broader creative parameters of how fashion can be showcased and experienced, far beyond the runway.

Diverse, inspiring, educational and often surprising, the LMFF Cultural Program engages fashion-loving audiences in an exciting range of activities that cross the breadth of the city and beyond.  In 2012, regional activities will be included in the program to ensure that the national community buzzes with cultural happenings that celebrate how fashion reaches every one, every day.

Since its inception in 1996, LMFF has become Australia’s pre-eminent platform from which to launch, promote and stimulate artistic expression as it relates to fashion.  Participation in the Cultural Program provides publicity exposure and creates networks to a wide-reaching professional and public audience.

The LMFF 2012 Cultural Program continues this tradition, celebrating the unique perspective and talents of each participant and showcasing the many faces of fashion.  Expressions of Interest to participate in the program are now welcome and applicants are advised that in 2012, LMFF encourages an emphasis on community engagement and education.

The program will encompass the following activity categories:

LMFF invites designers, artists, curators, cultural organisations and institutions to submit a proposal to be included in the 2012 LMFF Cultural Program by following the submission guidelines below.


  • Concepts should integrally relate to fashion and be creative, innovative and relevant for both an industry and general audience.
  • Proposed activities must be self produced/managed and self funded.  Discretionary support (non-financial) may be given by the Cultural Program Manager, by formal request and on approval.
  • Proposed activities must fit within the specified program categories.  Exceptions may be granted via special review.
  • EOI Applications will be reviewed by the LMFF Creative Director and the LMFF Cultural Program Committee who have full and final discretion over the program.


  • Applicants must fill out all required fields in the Expression of Interest form (or provide explanatory notes if any field is inapplicable or not yet confirmed).
  • Expressions of Interest will be compiled and assess in two rounds; applicants will be notified of admission into the program or otherwise after the deadline dates detailed in the downloadable form.
  • LMFF encourages participants to seek self-initiated sponsorship and please consult the Cultural Program Manager in this process as it may be necessary to give the LMFF official partners first right of refusal where relevant.
  • Participants must seek permission from the Cultural Program Manager to use the LMFF logo on activity related material; a full set of guidelines will be distributed to all approved participants.


There is no cost to submit this Expression of Interest Form.

A fee of $100 will apply to successful applicants whose activity is accepted into the LMFF 2012 Cultural Program.

Cultural Program participants receive:

  • Listing in LMFF’s officially promoted online Cultural Program, including activity blurb, picture, hyperlink to website, ticketing and contact details, transport options.
  • Listing in LMFF’s officially produced and distributed printed Cultural Program. Note: Inclusion in the printed program is guaranteed for successful Round 1 applicants. Round 2 applicant inclusion in the printed program is subject to print deadlines and cannot be guaranteed.
  • Opportunity for profiling through LMFF’s online social networks including Youtube, Twitter, Facebook and e-newsletter “Swingtag”.  Each participant will receive at least one tweet mention from the LMFF Twitter account.
  • Window decals posted to an Australian address, promoting participation in the LMFF Cultural Program.
  • PR opportunities as they arise.


Round 1 Application Deadline: Friday 21 October 2011 

Note: Applications will be accepted after this date however LMFF encourages all applicants to adhere to the Round 1 deadline in the interests of early approval of inclusion and subsequent publicity benefits. 

Round 2 Applications Deadline: Friday 25 November 2011

LMFF will assess submissions in two rounds to provide for the requirement for earlier approvals as may be required by applicants (for the further submission of , sponsorship requests etc) as well as the shorter lead time activities.  Applicants will be advised of inclusion or otherwise in the program in the weeks following each deadline date.

Complete rules and application form may be downloaded from the web site:


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