E! Australia – a multi-platform brand dedicated to all things pop culture – is the official and exclusive broadcaster of PayPal Melbourne Fashion Festival, continuing its partnership for the fourth consecutive year with Australia’s longest running mainstream fashion event. .
E! will bring local fashion to the network from March 15, celebrating the arts, technology and creative endeavors of the Melbourne Fashion Festival (March 3-12) to viewers at home.
PayPal Melbourne Fashion Festival kicked off on March 3. The Curated will air on E! (channel 121 on Foxtel) from March 15 and Culture!d from April 4.
PayPal Melbourne Fashion Festival is open to consumers, and the E! The partnership showcases content that shows how audiences can replicate the look of the festival runway for themselves. Led by E! host Francesca Hung and fashion darling Christian Wilkins, The Curated is a “shop the runway” format, which allows viewers to purchase items directly via the QR code displayed on-screen in linear content. E!.
In addition to The Curated series, E! will create a local production, Culture!d – covering the biggest trends in fashion and culture in Australia, digging deep to understand how and why Australians’ views on fashion and technology are changing.
By hearing from influencers and thought leaders, Culture!d explores the business and consumer motivations that drive these agendas faster and further than ever before.
NBCUniversal International, MD – Distribution, Networks and DTS ANZ Chris Taylor said, “We are thrilled to see ‘The Curated’ format in its second year in partnership with PayPal Melbourne Fashion Festival.
“The on-screen QR code allows brands to close the loop between digital and television via integrated advertising solutions. By enabling multiple platforms to connect, we gave consumers the ability to self-activate the purchase funnel to conversion with a single click. We are also delighted to create ‘Culture!d’, covering the latest trends direct from the PayPal Melbourne Fashion Festival.
Fashion festivals are a mecca for all style and beauty lovers in Australia, and PayPal Melbourne Fashion Festival offers influencers, designers, hair and beauty brands the chance to show off their shine during the ten-day or more program. of 175,000 people.
Yolanda Finch, COO and Acting CEO of PayPal Fashion Festival Melbourne, added, “We’re thrilled to be working with E! again on this iconic event, and we’re thrilled to see the work of established designers and emerging artists featured on E!’s linear and social content from PayPal Melbourne Fashion Festival. We hope audiences enjoy the glamorous, thought-provoking and fun elements the event has to offer.