coffees & style
  • Home
  • About
  • Girl Chat
  • Fashion & Style
  • Food, Wine & Co.
  • Liz’s Favourite Things
  • Contact
coffees & style
coffees & style
  • Home
  • About
  • Girl Chat
  • Fashion & Style
  • Food, Wine & Co.
  • Liz’s Favourite Things
  • Contact
  • Fashion & Style

Events through the looking glass: Coffees with VAMFF Marketing Exec Shelley King

  • September 17, 2017
  • Liz Rudenko

One of the many things we are so lucky to have in Melbourne is a fantastic calendar of events, particularly those supporting the world of art and fashion (OK let’s be honest we have a great food event scene too – but for the purpose of this story let’s stick to the arts).

I will never forget the first fashion show I ever attended (I will equally never forget the first fashion show I ever volunteered at – but that’s a whole different blog post), it was like being transported into a completely different world filled with glamour, entertainment, distinguished guests and of course some breathtaking fashion.

But while as guests we generally only see the seamless final product – the story behind it has much more to it.

So, what really goes into putting together the perfect event?

One girl who knows all about it is Shelley King, Marketing Executive at Virgin Australia Melbourne Fashion Festival.

Shelley is not only the quintessential professional but also a fan and supporter of the Melbourne events scene – she knows what works, what doesn’t and what it takes to create an event people will continue talking about.

I had the absolute pleasure of sitting down with Shelley to discuss all things events, fashion and the journey that lead her to every fashionista’s dream world.

How did your journey into events begin? Was that always your interest/passion?

I have always loved the arts from an early age, I’m a true creative left-hander. I grew up with a passion for music, dance and visual design. I began working in advertising with an interest in communicating to audiences in new ways.

After studying my Masters in Arts and Cultural Management and understanding the added value the arts can have in our lives it was great to align this with my passion for marketing.

My decision to work specifically in Festivals began in my final year of university where I was the Festival Director for Cinefest, a 3-day film festival produced by students at The University of Melbourne.

It was probably the craziest few weeks of my life, I fully immersed myself in the process overseeing everything from programming, marketing, on boarding sponsors and the production elements. It was an enormous success and broke an 11-year attendance record –  I thought to myself ‘I’ve found my niche’!

I want to work in marketing for festivals and events.

After finishing studying, I worked as the Marketing Coordinator for the Melbourne International Film Festival and I’m currently the Marketing and Communications Executive at the Virgin Australia Melbourne Fashion Festival.

How did you become involved with VAMFF?

I’ve always admired the festival as Australia’s largest fashion event, it has great credentials and brings together the best design talent. I always found VAMFF a very innovative brand, constantly pushing the boundaries with how they interact with audiences physically and digitally.

I had previously worked at VAMFF’s creative agency and fell in love with their entire program from fashion, arts, business events and more. I’m passionate about the convergence of art forms and was particularly interested in how they explored all facets of fashion which combined all my interests.

This was the next career progression for me to continue working in the festival space. I love working on large scale campaigns with a group of passionate people to achieve a unified goal – it is really inspiring to see it all come to life.

While often people think it all just ‘magically’ comes together, I’m certain most events are planned months if not a year in advance – what does that process look like?

I wish! It is actually crazy how much planning goes into a festival. Since I’ve been working full time in festivals my life revolves around the ‘festival cycle’, when it’s on it is definitely my favourite time of year.

It really does take a full year to plan a festival, there’s so many moving components between different departments from sponsorship, programming and production to bring VAMFF together.

From a marketing perspective, this includes writing the strategy, planning the advertising schedule, working on the campaign shoot, planning for tickets on sale, posting live at the runways then evaluating the success of the festival.

Which events have been your favourite to be involved in and why?

I had the pleasure of working on the 65th Melbourne International Film Festival, attending the Opening Night seeing the arrivals of VIPs from the Australian film industry and watching a MIFF funded Australian Premier film with 2,000 people was a pretty special moment.

The most rewarding part of working in Festivals is seeing the campaign take over the city, people interacting with your brand and crowds of people lining up to attend your event.

What do you think it is about Melbourne that makes it such a great canvas for events/festivals?

I love Melbourne so much!

I believe this city has so much to offer locals and tourists right on our door step, you just need to dig deep enough to unearth our culture.

To be ranked the most liveable city 7 times running is pretty impressive.

Whilst festivals have always played a predominant role in Melbourne, it’s continuing to evolve at quite a fast pace which can be attributed to a growing passion for young audiences to have new live experiences.

Art is part of the fabric of our city, you can find it hidden in our laneways or through major events that take over the city, it’s embraced in so many ways.

Coming up to ShowTime what does your schedule involve?

You have to be on your ‘A-game’ every day. I always start the day with a list or setting out my priorities. They say to always do the most challenging tasks earlier in the day which would usually be working on the program and set aside specific times to respond to emails.

Each day is a constant juggling act between meetings, print deadlines, ticket sales tracking, liaising with partners and suppliers or being onsite working through venue signage…and a lot of coffee – No day is ever the same!

What is the next event we should all be excited about?

I’ve got my eyes on The Dior Exhibition at the NGV. I love seeing fashion in different forms and the exhibition space is the perfect place to display this. I would recommend checking out the Friday Night Series for live music and some drinks.

And of course, the most important fashion event in the calendar; VAMFF 2018 which will run from 1- 18th March we have a lot of exciting things in the pipeline so watch this space!

Fashion Images courtesy of @LucasDawsonPhotography

Related Topics
  • events
  • Fashion
  • melbourne
  • Melbourne events
  • VAMFF
Liz Rudenko

Liz is an editor and has previously been featured in several fashion blogs. She has a penchant for finding great new hot spots, as well as a serious addiction to shoes, chocolate and coffee.

Previous Article
  • Food, Wine & Co.

A stylish new coffee delight with BUOY

  • September 13, 2017
  • Liz Rudenko
View Post
Next Article
  • Food, Wine & Co.

On Sundays we brunch: Ricotta Pancakes

  • September 23, 2017
  • Liz Rudenko
View Post
You May Also Like
View Post
  • Fashion & Style
  • Food, Wine & Co.

Feng Shui for Prosperity, Love, and Harmony: Kelly McCloskey’s Tips for Lunar New Year 2025

  • Liz Rudenko
  • January 28, 2025
View Post
  • Fashion & Style
  • Liz’s Favourite Things

Redefining Scandinavian Design: A Conversation with Bolia’s Jo Foley

  • Liz Rudenko
  • December 15, 2024
View Post
  • Fashion & Style
  • Food, Wine & Co.
  • Liz’s Favourite Things

Coffees & Style Chrismukkah Gift Guide | Life & Style

  • Liz Rudenko
  • December 2, 2024
View Post
  • Fashion & Style
  • Girl Chat

A transformative experience at NU28 Skin

  • Liz Rudenko
  • April 5, 2024
View Post
  • Fashion & Style

The magical and transpirational experience of LUME Melbourne

  • Liz Rudenko
  • November 6, 2023
View Post
  • Fashion & Style

The story behind Tema Moda

  • Liz Rudenko
  • October 22, 2023
View Post
  • Fashion & Style

Eva’s Sunday x Lynda Gardener: A Bespoke Collection

  • Liz Rudenko
  • June 30, 2023
View Post
  • Fashion & Style

The 2023 Witchery White Shirt Campaign in partnership with Pip Edwards

  • Liz Rudenko
  • March 24, 2023

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recent Posts
  • Vino & U: Personalised Wine, Backed by Science
  • Celebrate World Pizza Day in Style with 400 Gradi
  • Feng Shui for Prosperity, Love, and Harmony: Kelly McCloskey’s Tips for Lunar New Year 2025
  • Redefining Scandinavian Design: A Conversation with Bolia’s Jo Foley
  • Coffees & Style Chrismukkah Gift Guide | Life & Style

coffeesandstyle

Liz Rudenko | Coffees & style
'On fridays, I prefer my espresso in a martini' 🍸☕️

#espressomartini #fridayvibes
The most exquisite pieces from @koala_living 👌 The most exquisite pieces from @koala_living 👌

Nadia Brushed Bronze Metal and Grey Marble Table Lamp - Grey Linen Lamp Shade and Enzo Clock … simply stunning! 

So chic! And the perfect addition to our living space.

#collab #koalaliving #interior #styling #livingspace #lifestyleblogger
This is 38 🥂 Thank you to everyone for all the This is 38 🥂

Thank you to everyone for all the gorgeous birthday wishes! X

#birthdaygirl #thisis38 #birthdayweek
When two worlds come together to create one delici When two worlds come together to create one delicious blend! @thegroupwines x @starwardwhisky launch a limited release of whisky barrel-aged Shiraz 🍷

The wine is so smooth and easy with notes of toasted oak, vanilla and spice, to compliment the full-bodied shiraz as well as notes of blackberry and ripe orchard fruits.

Available exclusively at Liquorland and First Choice Liquor Market stores nationwide.

#collab #wine #winelaunch #newwine #shiraz #melbournefoodie
So much fun last night launching @whisky_week a w So much fun last night launching  @whisky_week a whisky and spirit festival featuring unique tasting events across the city, bayside and surrounding suburbs – will be unbottled from Friday, August 18 to Sunday, August 27.

I am a huge whiskey fan, and it was such a delight getting to know some of the makers and creators behind the delicious labels.

Brands being showcased at the festival include Glenmorangie, Starward, Macallan, Laphroaig, Scotch Malt Whisky Society, Little Lon Distilling Co, Bakery Hill, Fossey’s, Timboon Distillery, Backwoods Distilling Co, Slane and Chief's Son.

This one is definitely a must for whiskey lovers 🥃

#whiskeyweek #aboutlastnight #melbourneevent #melbournefoodie
A delicious night at the  @postofficeclubhotel 🍷

With its warm ambience, exquisite wine list and inspired menu, the beautiful Bistro offers a menu that takes cues from all corners of the globe to deliver a meal that will warm up the coldest nights. 

The Steak frites was an absolute highlight, matched with a delicious French Grenache. 

#prinvite #postofficeclubhotel #melbournefoodie #melbournefoodscene
It was love at first sight when I came across this It was love at first sight when I came across this exquisite piece at @koala_living ! 

Creating a sense of calmness and romance is something I love when it comes to my bedroom, and the styling really reflects that. 

The ‘Amor’ sculpture is absolutely stunning and makes for the perfect addition 🧡

#koalaliving #styling #bedroomstyling #decor #gifted
The only pain that I want in my life is “Cham-Pa The only pain that I want in my life is “Cham-Pain” off-course 🥂🍾

#champagne #champagnequotes
"A painter should have two lives, one in which to "A painter should have two lives, one in which to learn, and one in which to practise his art.” - Pierre Bonnard

#ngv #pierrebonnard #pierrebonnardexhibit #fridaynightlights
An Epicurean Evening at @ming.dining.melbourne 🥂

A delicious Cantonese menu with a modern twist featuring delicious dishes like lobster handmade noodles, decadent bone marrow and of course the perfect dessert to finish! 

#mingdining #EpicureanEvening #melbournefoodie #prinvite
@henrietta.chicken has arrived in Melbourne! Loc @henrietta.chicken has arrived in Melbourne! 

Located in the heart of Windsor this gorgeous Lebanese inspired restaurant has it all - great vibe, great wine list, and a delicious menu with a twist. The team are absolutely wonderful and have certainly created a great new Melbourne foodie hot spot! 👌🍷

#prinvite #melbournefoodie #melbournefoodscene #henriettachicken #windsor #newrestaurant
Tony Bennett - An icon, a legend and a gentleman 🖤

I have loved Tony Bennett’s music since I was a kid and first heard his rendition of ‘The Way You Look Tonight’. 

At his concert many years later, after a 3 hour set, the audience could not stop cheering, he came back on stage and said ‘call your babysitters and tell them you’ll be late tonight, we’re not done here’ and sang for another hour … it was and will always be the greatest concert I have ever been to.

Thank you Tony for the music, the magic, the romance RIP 🖤

#tonybennett
A French delight with an Italian twist is the perf A French delight with an Italian twist is the perfect way to describe @cru_kew 🍷

The warm and inviting ambience of this gorgeous Wine Bar and Bistro is felt immediately as you walk through the door. With an impressive wine list that will take you around the world to some of the best wine regions and a delicious menu to match, @cru_kew is a must visit  foodie experience! 

If you’re a fan of steak frites - I Highly recommend, one of the best I’ve had! 👌

#prinvite #crukew #melbournefoodie #bistro #winebar #kew #melbournefoodscene #winebar
Thank you so much @susie.hair_theaphrodite for my Thank you so much @susie.hair_theaphrodite for my Barbie inspired updo - this was soo much fun! 🎀🎀

#barbie #barbiemovie #updo
8 year old me would be screaming! I received my ve 8 year old me would be screaming! I received my very first Barbie the day we came to Australia as a gift and right there the love of fashion, imagination and endless possibilities began! 

The movie is absolute perfection, genius writing, amazing cast, in depth storytelling and just an overall joy. I can’t remember the last time an audience laughed, cried, and clapped throughout a movie many times over, couldn’t recommend it more!

Thank you so much for having us @palacecinemas and huge thank you to @susie.hair_theaphrodite for my hair 🎀🎥

#barbiethemovie #palacecinemas #barbie
There’s something about a delicious bowl of past There’s something about a delicious bowl of pasta and perfect Italian wine that just hits different and takes your tastebuds on a journey! 

That’s the experience at @oltreprahran - a delicious Italian escape open for breakfast and lunch in the heart of Prahran Market. 🍝🍷

#oltreprahran #prahranmarket #italianrestaurant #melbournefoodie
There’s nothing quite like Friday Nights at the There’s nothing quite like Friday Nights at the @ngvmelbourne 🖼️🥂

The current Pierre Bonnard exhibit is absolutely STUNNING and curated in the most amazing way by the incredible India Mahdavi.

For the full experience I highly recommend booking dinner at the @kittensmithers pop up restaurant as part of a collaboration with the NGV. The delicious menu is inspired by Smithers’ award-winning restaurant du Fermier.

Couldn’t think of a better way to celebrate Bastille Day and enjoy the ultimate French experience 🇫🇷🖼️🥂

#ngv #pierrebonnard #wintermasterpieces #ngvmelbourne #melbournenightlife
Every empty bottle is filled with a great story … I could stare at the @cru_kew wine wall forever while enjoying a glass (or 3) from their incredible wine list!🍷

#winebar #crukew #winewall #melbournefoodie #foodandwine
So much fun launching the new @koala_living store So much fun launching the new @koala_living store 🥂 The pieces are absolutely stunning, can’t wait to share what we selected! 

#koalaliving #storeopening #aboutlastnight #melbournelife
Beating the winter blues in style with the most de Beating the winter blues in style with the most delicious Lasagna and smooth Jazz at @rossibar 🍷🎼

There’s no denying the vibe at Rossi and this just taken it to a new level. Such a delicious and warm night, happening every Wednesday! 

#abourlastnight #rossibar #grevillestreet #jazznight #melbournefoodie
Load More… Follow on Instagram
coffees & style
  • Home
  • About
  • Girl Chat
  • Fashion & Style
  • Food, Wine & Co.
  • Liz’s Favourite Things
  • Contact
Fashion, good food and girl chat

Input your search keywords and press Enter.