Guest Voxfrockers Grace Marafioti and Gabrielle Condilis tackled one of Melbourne fashion’s trickiest tasks at MFW: to spot the mythical “Melbourne Look” and answer the eternal question, “What is it?” Many have tried, few have nailed why Melbournians dress so dang – Melbournesquely – but Grace and Gabrielle gave it an excellent crack, with support from VoxFrock Rookie Crew mentor, photographer Tilly Parsons.
Grace and Gabrielle snapped and video-interviewed some of MFW’s most memorable street-stylers; locals who loosely fit the rule-breaking, ever-oscillating, never-two-the-same “Melbourne Look”. They probed for the whys and hows.
This quick harvest of photographs is the tip of their curated iceberg.
Watch in coming weeks for their edited videos – and more answers – on Voxfrock, FashLab and Gabrielle and Grace’s social media channels.
Grace and Gabrielle’s interest in Melbourne’s eternal fashion puzzle sprang from their involvement in our sister organisation, FashLab.
The free industry community of local fashion creatives, professionals and small brands recently formed a committee of visionary members chaired by Nobody Denim legend, John Condilis (yes, Gabrielle’s dad) to revive Melbourne’s international reputation as a unique fashion culture underpinned by its quirky, labyrinthine industry of niche retailers, fiercely original creators and some of the world’s coolest small studios and micro brands.
Grace and Gabrielle’s MFW VoxFrock project, seen here, is the campaign’s first seed, the beginning of an ambitious plan to amplify Melbourne’s original way with fashion, how it plugs into our art and architecture, our theatre, music, cafe and restaurant scenes, our passion for sport and – yes – our fantastically famously variable weather.
Welcome to the FashLab Melbourne Fashion Industry re-branding initiative
Scroll down to meet our Melbourne Fashion Branding team and their MFW mentor and watch, search and share these hashtags to support the campaign: #melbournefashion #madeinmelbourne #curatedinmelbourne #designedinmelbourne #melbournefashionnow #Melbourneunique #independantmelbournefashion #melbournerunway #onlyinmelbourne #melbfashioncity #melbournefashionweek
Meet the VoxFrockers
Grace Marafioti
After completing a degree in mathematical physics, Grace founded her made-to-measure fashion label, Gaia Custom. The brand is focused on making made-to-measure, the new standard of fashion by infusing cutting edge technology into its manufacturing process. Grace is an avid lover of fashion and uses social media as a voice for change and, “To rebrand Melbourne fashion and carve a path forward for eco-conscious fashion.
Gabrielle Condilis
Gabrielle recently graduated with a degree in design and business, majoring in communication design, entrepreneurship and innovation. She says: “I love mixing creativity with strategy to come up with fresh ideas and solutions.”
Tilly Parsons, crew mentor/photography
