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Why Mary walks VAMFF

Why Mary walks VAMFF

"To be irreplaceable one must always be different"- Coco Chanel, and that is exactly what Why Mary brings forward in their collections. Some say uniqueness comes from within, but one can’t deny that the first thing people notice about you is how you dress and the rest follows.

If you want to stand out in a crowd Why Mary has got you covered and this was evident at IDENTITY presented by The Fashion Advocate, official runway of VAMFF.

Showcasing a selection of pieces from their “Crystal Maze” SS19 collection, Why Mary’s unique and stylish designs were critiqued by discerning fashionistas, bloggers and industry officials as the models elegantly graced the garden themed runway at the historically listed Como House and Garden.  While photographers huddled together to get their professional shots, attendees captured their 'story' videos on their phones.  A loud applaud during the finale walk indicated they liked what they saw giving assurance that Why Mary is ticking boxes as an emerging label to keep tabs on!

About Why Mary

Why Mary is an Australian label that was established on the Gold Coast by designer, Janette Laver. Why Mary is known for its bold prints, artistic fabric choices, classic and minimalistic designs all tailored to perfection for easy wear casual glam.

Their resort and street collections are made in Australia supporting local suppliers and manufacturers to ethical and sustainable standards. Reduction in waste and recycling are key elements in the manufacturing process. Special care is put into the quality control and durability of their garments for long term wearability and value for their customers.

Who is The Fashion Advocate?

Established by Claire Goldsworthy, The Fashion Advocate is a Melbourne based blog, magazine and online store, supporting Australian fashion, beauty and lifestyle labels.

Their blog follows the journey of creators who are making a difference on the fashion landscape by using ethical and sustainable design practices. Their online store reflects these values, only stocking Australian and New Zealand labels who are transparent and sustainable, designing for a positive and environmental change.

The Fashion Advocate is passionate about slow fashion and educating consumers in the way they shop for a better future.

What is VAMFF?

VAMFF (Virgin Australia Melbourne fashion festival) !! The annual festival is the largest and longest running event of its kind with ten days of fashion and entertainment across iconic Melbourne City. It aims to celebrate fashion, designers, arts and creativity for everyone to embrace.

In it’s 23rd year, the festival itself is based on essential core values, some of which include:

● Integrity - They want themselves and their designers to be ethical.

● Trustworthiness - They respect fairness and dependability of the brands they host.

● Creativity - The values, the innovation and inventiveness that these designers bring forth to the festival.

● Passion - Importance is also put on the drive of these brands, their commitment to their craft to achieve what they have.

● Teamwork - The brands strive for excellence, through collaboration and partnership as well as hard work.

● Involvement - What matters at the end of the day is how much effort and input they put into their work taking new initiatives to influence people.

Why Mary received the opportunity to showcase its uniqueness and creativity alongside 14 other amazing designers all with similar values and work ethics at this prestigious event and is honoured to be part of The Fashion Advocate, a community pushing for change within the fashion industry.

Photo credit: David Thompson


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