ELFE РEco Luxe Fashion Expos̩ is a fashion event part of the official MSFW (Melbourne Spring Fashion Week) 2009 Program.

Think a celebration of all things eco-friendly and you have the idea behind our event. We would like to show fashion lovers that eco-fashion doesn’t have to be about unshaven armpits and potato sacks, but can be luxurious and super-stylish, so much so, that these days even celebrities are showcasing their latest eco-luxe outfits on the red carpet. At this event however, ELFE promises a green twist when the carpet is rolled out!

ELFE, in partnership with 5th Avenue Events and Alumbra, will display an eclectic selection of the very best in eco-luxe brands, with market stalls, display lounges, catwalk parades and live entertainment. It will be an amazing experience and a chance for pioneers in their industries to show you how eco can be done.

By coming to ELFE 2009, you will also get to feel like you are making a difference towards a better environment. We have worked out with Landcare Australia how each and every one of our guests can feel like they are doing something to help by donating one tree for every ticket sold at ELFE, which will be planted in areas affected by environmental and industrial impact in Victoria.

This event is set to be the first of its kind in Melbourne! So if you are someone who loves fashion, style, entertainment and who has a sense of responsibility for the environment, no matter how big or small, then this is the event for you! ELFE will cater for both Girls and Guys, as long as they are above the legal drinking age. Don't forget, there will be prize give aways and complimentary goodie bags on the night.

"The best time to plant a tree was 20 years ago. But the second best time is today."

event program

If you are looking for a unique outfit to wow the public at this year's Melbourne Spring Racing Carnival, be sure to check out what these talented Eco Luxe Fashion Labels have to offer before you go spending an arm and a leg!
If you love fashion and garments that are unique, affordable and kind to our environment, then ELFE is your shopping paradise!
If you just love to have fun, then we will be providing plenty of entertainment for you to enjoy and to wind down after a hard day's work!

Eco Luxe Designers:
* Vintage Soul
* Lady Petrova
* Made In Donald
* Rachael Cassar (Syd)
* Eva Q Design
* Obikinomi
* Boche Collection
* Kiss Chacey
* Etiko
* Vivien Westwood's Melissa

There will be two different Parade line-ups, one at 8.30pm and one at 10pm. There are 10 Eco Luxe designer stalls upstairs and down, so you can shop til your hearts content!

Throughout the night we will have some amazing live entertainment to give an ambient vibe to the surrounds!

Live Entertainment:
* Matt Campbell (DJ)
* Caitlin Burnett (Singer)
* Mark John (DJ)
* Andrew De Silva (Guitar)
* Timbor (Trumpet)


ELFE would like to extend a huge thank you to all of our amazing Partners for their unwavering support and for making this event possible. We appreciate you many times over and look forward to collaborating with you all on this wonderful event!

Event Partners:
* Melbourne Spring Fashion Week 2009
* Vintage Soul
* 5th Avenue Events
* Excessive Productions
* Green & Black's Organic
* Mercedes Benz Toorak | Smart Car
* Finlandia Vodka
* Chambord
* Chilli Promotions
* Cake Girl
* Vivien's Model Management
* Kate Blainey Hair & Makeup
* Michael Gilberto Hair & Makeup for Worksense
* Impact Artist
* APL Photography
* Impress Print Management
* Harts Party Hire
* Eva Green
* Eco Fashionista
* Hotel Nest
* Tickets On Demand

Venue Partner:
* Alumbra [Atlantic Group]

Official Photographer:
* Six 6 Photography

Media/Promotions Partners:
* Style Melbourne
* NOVA 100.3 FM
* Speaker TV
* Fashionising.Com
* Sustainability Victoria
* Greenpages
* ONYA Magazine
* Peppermint Magazine

Charity Partner:
* Landcare Australia


To ELFE's fantastic Ambassadors, we thank and appreciate you greatly for getting behind our event concept in our endeavours to lend a helping hand to the environment!

Celebrity Ambassadors:
* Glen Moriarty (Postcards, Channel 9)
* Klara Lisy (Talk To The Animals, Channel 9)
* Brodie Young (TV Presenter)
* Melissa Hetherington (Coxy's Big Break, Channel 7)
* Dr Melissa Meehan (Talk To The Animals, Channel 9)
* Andi Lew (TV Presenter & Author of '7 Things Your Doctor Forgot to Tell You')
* Lara Shannon (TV Presenter, Environmental Campaigner)


Vintage Soul
Melbourne entrepreneur Emily Highfield launched her eco luxe label Vintage Soul in 2008. A talented designer with an amazing eye for unique vintage pieces, Emily creates seasonal collections of beautiful re-worked vintage garments that appeal to fashionistas who appreciate one-of-a-kind pieces.
Vintage Soul was featured in one of Livestyle's 2009 Runway Shows alongside Life With Bird, State of Georgia and Dizingof. Emily is also the driving force behind ELFE - the amazing Eco Luxe Fashion Expose which is leading the way at the forefront of Australian eco luxe fashion. Helping the environment has never looked so good - Join the Vintage Revolution! www.vintagesoul.com.au
Lady Petrova
An eternally inspired designer, stylist and entrepreneur, Petrova Hammond has established a strong reputation as one of the brightest young stars to emerge from Melbourne's vibrant fashion scene. Petrova's talent and originality were recognised in the first Australian Season of Arena's Project Runway in 2008, where she earned a place in the final three. A popular favourite on the program, her designs were described by host Kristy Hinze as "Beautiful, bright and breathtaking; a very distinctive style that makes you [Petrova] stand out from the crowd." With this inimitable sense of style, Petrova's clothing represents a fresh approach to fashion with that little bit of luxury that every girl craves. www.ladypetrova.com
Made In Donald
Born in the small town of Donald and manufactured entirely in Australia, Made In Donald garments use natural fibres such as cotton and silk, making the label stylish AND sustainable. The unique label provides customers with a made to order service, focusing on creating individual and exclusive garments with emphasis on proportion, cut and fit. Along with off the rack collections, Made In Donald is a truly innovative local label for stylish and fabulous local girls!
Rachael Cassar
Sydney designer Rachael Cassar is promoting sustainability in the fashion industry through her distinctive label, using 90% recycled materials without compromising on style or quality. Using carefully selected pre-loved garments and fabrics along with vintage and antique details, Rachael Cassar garments prove that luxury and sustainability are not mutually exclusive. Rachael’s clients can expect one-off pieces with exquisite attention to detail while making a statement to the fashion industry that style doesn’t have to damage our earth.
Eva Q Design
The Eva Q customer is “feminine, fun and elegant” according to designer Eva Huynh, a young Melbourne designer who recently won the student category in the NRA Australian Fashion Design Awards. Her collection of avant garde dresses combine delicate, feminine fabrics with silhouettes and details inspired by the Australian seaside. Taking the idea that vintage pieces can be deconstructed and turned into completely new styles, Eva brings a fresh and flirty feel to her gorgeous dresses. Get in quick – these dresses are too cute to resist!
Boche Collection
Launched in 2008 with the help of Make Me A Supermodel winner Rhys Uhlich, Boche incorporates classic streetwear with a rock and roll vibe to bring you a collection of super cool tees. Environmentally conscious Boche Collection is entirely designed and manufactured in Melbourne and has recently started looking into more eco-friendly materials such as organic cotton. The label brings something new to the Australian menswear market, with unique designs that are guaranteed to attract attention. For guys who want to stand out, check out Boche for a range of seriously sexy tees. Boche are now also designing a collection of gorgeous girls tees!
Kiss Chacey
Melbourne Design Label, Kiss Chacey was created by talented designer, Ben Clark and his business partner Paul Edwards. Both conscious of the environmental impact that the fashion industry has, they choose to have all their garments produced locally. Expect sexy prints, distinctive details and natural, touchable fabrics in this collection of menswear. They are for guys who are sick of wearing the same thing as everyone else! Kiss Chacey is a label that refuses to be mediocre; this is a brand that values integrity in business and in design and this is evident in their high quality garments that demand attention.

Etiko is an Australian brand with a serious social conscience. Etiko want customers to realise that the way they choose to spend their money directly impacts the environment and the people of the world. Strongly opposed to child labour and sweat shops, Etiko produce certified fair-trade, ethically produced tees and sneaker ranges that are also super stylish! If all that isn’t enough, a percentage of all Etiko sales go towards funding community development and health-care programs around the world. This isn’t your average fashion label, it’s clothing with a conscience.
Vivienne Westwood’s Melissa
Amazing shoe label Melissa has collaborated with iconic designer Vivienne Westwood to bring a collection of cute and quirky heels that just beg to be taken onto the dancefloor! Melissa is a unique footwear label that uses plastic to make comfortable, stylish shoes that make fashion fun. The partnership with Vivienne Westwood resulted in a range of affordable high fashion shoes. It’s easy to see why Agyness Deyn is a fan!

partner wall

partner wall
** More Partner Logos to be added

Monday, June 15, 2009

Sunday, June 7, 2009


ELFE would like to give a big thank you to Shirlene Lai from Impact Artist for collaborating with us and creating a logo that we absolutely adore.

A special mention also goes out to Gabrielle Mitchell, who created the original watercolour image for us to use.

For anyone who needs beautiful graphic, illustration or photography work done, we would definitely recommend Impact Artist for quality, efficiency and being such a pleasure to deal with.