Rosemount Sydney Fashion Festival 2010 (RSFF) has arrived to town. In its third year, the festival has moved its venue from the big black tent on Martin Place to create a “Festival Hub” at the lower level of the newly renovated Sydney Town Hall. The modern outfit in the old building surely takes the experience to a new level.

Brought to you by the same professional team of experts responsible for the world-renowned industry event, Rosemount Australian Fashion Week (RAFW), RSFF provides consumers a week-long schedule of free and ticketed events. Last night saw the opening gala with a retrospective show celebrating 15 years of Australian fashion with designs from Jayson Brunsdon, Alex Perry, Collette Dinnigan, Lisa Ho and Wayne Cooper. This year, RSFF features over 100 designers plus satellite events across town.

While some fashionistas in the trade may frown as they’ve seen it all before, this is a good way to boost the retail market and engage the fashion scene directly. Take a look at the full RSFF Official Schedule.

On Monday arvo, we personally kicked off the week with a style session at Hilton’s Zeta Bar hosted by Melissa Hoyer at courtesy of V Australia, the official sponsor of RSFF. Greeted by air hostesses as well as a sample of the in-flight menu and a slight delay in take off, we were taken to destinations of Phuket, Johannesburg and LA through an inspiring journey of sky high fashion. Design labels and accessories are showcased during the week such as Ginger & Smart, Camilla and Marc, Peeptoe shoes and more. Layers will take you comfortably on board your flight and arriving at your destination in style. Transit yourself into casual wear for sightseeing and activities or stylish statements for a night in town. Also, remember to roll, not fold your clothes. Bon voyage!

Speaking of Hilton, you probably have not missed that heiress Nicky Hilton landed at Sydney Airport in military style in an oversized tee in bold letters of “Charlie’s Army”, combat boots and black leggings. Nicky will walk the runway for Charlie Brown at 5.30pm today.

Westfield Bondi Junction is also tapping into the Rosemount Sydney Fashion Festival this year. The upcoming Westfield Runway will showcase the latest in Australian summer in the following key themes; Racewear, Streetwear and Swimwear , all inspired by the quintessential Bondi life.

Racewear: Thursday 26 August 2010 [5pm 6pm 7pm]
Paul & Joe, Jayson Brunsdon, Leona Edmiston, Farage, Arthur Galan

Streetwear:Friday 27 August 2010 [12pm 1pm 2pm]
CK Jeans, G-Star Raw, Guess, Bardot, Industrie, Dangerfield, Cooper St Clothing

Swimwear: Saturday 28 August 2010 [2pm 3pm 4pm]
Seafolly, Quiksilver, SDS, Speedo, Surfection

Across town, we also hear rumours of high tea parties, after parties, in-store events, concept hair salons, fashion photo shoots, goodie bags, bubbles, cupcakes and more. Hope you are enjoying the week of fashion treats! We are staying tuned for a wrap up.

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