Melbourne Spring Fashion Week is upon us and with so many shows competing for our attention, which one do you choose…?

To see something different that (no doubt) will leave an impression, you can’t go past Fred Hates Fashion. Who is Fred? You will have to find out, all we can say is that Fred hates the typical, boring and predictable…

In a nutshell Fred Hates Fashion is a runway-meets-fashion-film event, featuring 5 emerging and established designers (Alabama Blonde, Vincent Li, Jasmine Alexa, Gabrielle Brown, Yesterdays Virgins) and 5 of Melbourne’s most promising young directors who have collaborated to produce new works based on wearable technology and augmented reality. The 2.5 hour showcase premiers fashion films and runway collections on August 29th and kicks of Melbourne Spring Fashion Week.

Fred Hates Fashion - Photography by Allan Lim

The runway/film experiential event is the third major Fred Hates Fashion showcase, this year presented in partnership with MSFW curated by the City of Melbourne. Themed on smart wearable technology, which is predicted to be one of the fastest global growth categories between now and 2019 (IBISWorld), the event looks at how personal awareness and physical capabilities are enhanced, and the ways it can influence how we interact, behave and think.

Fred Hates Fashion - Photography by Allan Lim

Hailed by Fashion TV International as the most forward thinking underground fashion experience, creative directors Hinny Tran and Allan Lim bring the experience to a new level adding the subject of virtual and augmented realities, wearable technology and, a newly applied psychological format to the creative event mix. The audience are participants in the event, given the opportunity to experience the event through augmented reality integrations, such a virtual reality headsets. Fred is for the curious, the fashion-forward and creative minds.

This IS next generation! Must see!



DETAILS Date: 29th August, 2015

Time: Doors open at 7pm, 150 mins

Location: Studio 2, 476 Docklands Drive, Docklands

Price: $38.80 GA, $35.70 per/each group, $71.40 VIP Tickets:


James Plant x Alabama Blonde

Dan Von Czarnevski x Vincent Li

Tim Brade x Jasmine Alexa

Andrew Lee x Gabrielle Brown

Steash Films x Yesterdays Virgins

26-09-2014 4-43-27 PM

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