By Melissa Singer and fashion editor
Melbourne has reaffirmed its status as the style capital of Australia with the Victorian government throwing its support behind the city's fashion festival for a further four years.
In the same week as the Andrews government dumped its support of the Logies due to a lack of economic benefit to the state, it is pumping millions into the Melbourne Fashion Festival.
Bye Logies, hello fashion ... the Victorian government has renewed its funding of the Melbourne Fashion Festival for a further four years.Credit: Simon Schluter
On Wednesday, Minister of Tourism and Major Events John Eren said the government had pledged a new multimillion-dollar funding arrangement to the festival.
"The Melbourne Fashion Festival is a shot in the arm for our economy – bringing visitors to Victoria from right across the globe, creating jobs and supporting businesses," he said.
The 2017 Melbourne Fashion festival boosted its social media engagement by 247 per cent, according to the festival report.Credit: Paul Rovere
In 2015-16, the state government invested $1.5 million in the Fashion Festival, which runs for about two weeks every March.
Festival chief executive Graeme Lewsey said the festival had contributed to the "creative persona" of the city over the event's 21-year history.
This year alone, each of the tens of thousands of people who attended the festival spent an average $600 on fashion before, during and after the festival as a direct result of their attendance.
Significantly in 2017, 15 per cent of paying attendees at the festival came from interstate.
The Melbourne Fashion Festival has been held at the Melbourne Museum precinct in Carlton Gardens for two years.Credit: Simon Schluter
Mr Lewsey said the festival's enduring consumer focus, including its "see now buy now" ethos, created a tangible benefit to the economy.
"The festival has always strived to democratise the concepts of fashion events around the world."
She'll be back ... Jesinta Franklin modelling in the David Jones show at the 2017 Melbourne Fashion Festival.Credit: AAP
He said the festival had embraced and helped power "retail tourism" for the state.
"Consumers love travelling and a bit of shopping. When you think shopping and culture and fashion and food – you think Melbourne. It was the natural progression of the festival to embark on a visitor strategy."
On Monday, the government announced it was walking away from its $1 million annual Logies commitment.
"There is no, or very little, value in having the Logies in Melbourne in terms of return to our economy and in terms of jobs," Mr Eren told ABC.
Also this week, the fashion festival announced retail investor and entrepreneur David Briskin as the new chair. He replaces Laura Anderson, who stepped down at the end of August after nine years.
The 2018 Melbourne Fashion Festival will take place from March 1-18, with the main runway shows taking place from March 5-10.
The 2017 Melbourne Fashion Festival featured more than 760 emerging and established designers and retailers and attracted more than 60 international VIP media and delegates.