Melbourne Spring Fashion Week 2016

  • Runway
  • Seminar
  • Workshops



The MSFW Hub was a purpose built space in Melbourne’s City Square. This spectacular structure formed a destination for fashion and beauty at Melbourne Spring Fashion Week in September 2016. As one of MSFW’s core programs, The Hub was a key destination, offering day to night programming with a mix of fashion and brand experiences, exhibitions and workshops from Friday 26 August through to Friday 2 September 2016.

The Hub space featured a makeup bar by MECCA, hair consultations by Kevin Murphy, a runway, VIP lounge and more.

This project was to style, theme and produce:

  • 10 runway shows
  • 3 workshops
  • 1 industry seminar


The MSFW Vision – A uniquely Melbourne event that enhances Melbourne’s global reputation as an innovative fashion and retail destination. Attracting more than 100,000 people to the city every year, MSFW plays a crucial role in showcasing the Spring/Summer collections of established, new and emerging fashion designers and brands.

A core focus of the MSFW Hub is developing an integrated program of activity which considers fashion themed experiences in a flexible, interactive and intimate space.


Working closely with the City of Melbourne and each of the 10 participating retail brands, AMME developed creative concepts, styled sets and produced a fashion show unique to each brand. This collaborative and bespoke approach ensured each runway production was an experience that harnessed the essence of the individual brands.

  • David Jones
  • L’ Urv
  • Princess Highway
  • Jack London
  • Sleep n round
  • Dangerfield
  • Peter Jackson
  • Puma
  • Huxbaby
  • Alannah Hill

In addition, AMME delivered the production and creative concepts for:

  • Industry Seminar
    • Introduction to Runway
  • Workshops
    • Kevin Murphy
    • MECCA Beauty
    • My Flower House – spring floral workshop