Fashionable on the Inside

Melbourne's most astute publicity consultancy. Pybus PR specialises in consumer PR and digital strategy for the fashion and lifestyle industries, retail and the luxury category.

Impromptu Media Lounge for Fashion Week

L’Oreal Melbourne Fashion Festival is really something worth experiencing if you’re in Melbourne during March. It’s the largest consumer fashion event in the world and something we are really proud of in Australia.

The intense week-and-a-bit does take its toll on the media who cover the epic series of events and runways. This year we decided to make it a bit nicer for them. We’ve recently moved into a beautiful new space in the magical Nicholas Building. We wanted to share the love with our associates in the media, many of whom would be traveling from interstate to attend, or who just don’t have the luxury of an office in the city to work from.

The new HQ

We made space in the office and set up some hot desks. The inaugural Pybus PR Media Lounge was born!

Having a nice space to work and chill between events is a good start, but the concept was complete when Spirits of France got on-board to put on a cocktail hour. And not just the one – but one for every day of fashion week! So 5pm each day became the official down-tools time and retreat to the balcony for a classy Lillet Blanc cocktail or two before the evening’s shows.

Two of the brightest girls in independent publishing, Phoebe from Lady Melbourne and Cheryl from Business Chic.

Here’s Gwendolynne Burkin celebrating another gob-smackingly beautiful Gwendolynne runway show.

Lost Chandelier designed and made in Melbourne by Surround Interiors.

Peony Haute Parfumerie sent over a selection of the finest. One must smell at least as good as they look at fashion week!

A wall of terraria, air plants, and worlds-within-worlds were installed by the famous Domain Flowers.

And thanks to Brunetti we ate. No, that’s being modest — actually we feasted! Brunetti sent up boxes of gourmet sandwiches and sumptuous pastries for the hungry fashion journalists every day. They said a macaroon tower was being built for us and we didn’t believe we’d be that spoilt. But behold! At the top left is a stack of luxury French candles from Miles Mason Trading Company. They come in scrummy scents like sugared tea and toffee. mmmm…

Caroline and Daniel from Stockholm Street Style came in to say hi. They have just been round the world to fashion weeks everywhere. Caroline is the face of Rekorderlig cider which was one of the primary sponsors of LMFF. On the right is Tempe from Pybus PR.

By day 6 the troops were looking exhausted and sore. Our talented friends at Miss Fox Day Spa came in to work their magic on the weary ones.

So with a lot of help from the generous sponsors we made it through the festival in style. Next on the fashion calendar is Mercedes Benz Fashion Week (formerly RAFW) in Sydney.  Known for being a week of exclusive first glimpses of the collections to come and not a glimpse of a thing to eat. Can we take Brunetti and Spirits of France with us?


About PybusPR

Observations by a Fashion PR firm about work, the media, and the industry. Pybus PR specialises in the fashion and lifestyle industries and the luxury category.

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This entry was posted on April 6, 2012 by in Bloggers, fashion designers, LMFF, Media Events and tagged , , , , , , , .

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