The best fashion often happens off the runway – on the street, in your blog roll… And for the duration of Virgin Australia Melbourne Fashion Festival, at Northland Shopping Centre.

The new PIC of Melbourne’s fashion calendar star is rethinking mall style (RIP sneans) and positioning itself as the festival’s second sartorial epicentre. Think of it as the excuse you never needed to update your A/W wardrobe.

Besides the latest collections from Northland’s stable of iconic Aussie retailers, you’ll find plenty of ways to enjoy what fashion shows are really about – getting dolled up and scoring freebies (we kid.) But do make sure to stop by the pop-up fashion lounge for exclusive highlights and your choice of relaxation pampering zone for general blissing out.

Northland will also be reporting from the frontlines of VAMFF’s most exciting shows, including Ellery, Sass & Bide, Josh Goot and Gorman, beaming back styling secrets so you can try them before the last model has even left the runway. Local style arbiters will be on hand if you need help incorporating graphic prints into your office look (say hi to us).

One lucky shopper will also win a $1000 Winter Wardrobe as part of an ‘AW14 Runway’ photo competition. Visit Northland’s website for details on how to enter.

Front row isn’t always the best seat in the house. 

Virgin Australia Melbourne Fashion Festival at Northland Shopping Centre
17 – 23 March 2014
2-50 Murray Rd, Preston, VIC 3072