Behind the Scenes at MFF

Here are a few candid behind-the-scenes Melbourne Fashion Festival pics of what turned out to be a pivotal event in our young label’s journey so far.

Photographer Lucas Dawson and his team captured some spontaneous moments of the boys backstage getting ready to walk in our designs.

We had worked closely with stylist Mel Boyle who did a top job with model casting and finessing the outfits to bring the vision to life. The Birkenstock Australia team was incredibly generous, providing all the footwear for our runway show, which completed the outfits to casual perfection.

From the moment was approached by the Festival’s fashion programmer Chloe Naughton, we felt embraced and welcomed as a relatively new brand that is part of, as acting festival CEO Yolanda Finch noted recently, “a thriving creative community that makes Melbourne an exceptional place to live, play, shop, work and visit”. We are confident that statement will ring as true as ever the moment Melbourne comes out of its current forced hibernation.

We were involved in the Studio Edit 2 runway which was sponsored by Global Victoria as part of its strategy to support and introduce Victorian-based design talent to global connections. The Global Victoria team headed by CEO Gonul Serbest and The Global Edit magazine editor Alexia Petsinis certainly helped us make some good international connections.

We feel fortunate to have had the chance to showcase the first of the rolling collection on March 12, especially in light of organisers announcing the event's premature end the following day due to COVID-19 concerns. It would be the start of many months of lockdown in Melbourne that we are still experiencing.

Jojo and Xavier
Jojo and Xavier

Riley and Gio
Riley and Gio

Alongside most Melbourne businesses, the pandemic has impacted our business hugely and we have pulled every lever offered by the Federal and State governments to keep things afloat and stay strong. In the face of uncertainty, we remain optimistic about the future and we’re approaching our next chapter with energy and excitement.
The pandemic produced a number of challenges for us: Our production in Europe closed down for a period of time; we had to close our pop-up store early and press pause on our pop-up store strategy more broadly; some of our prototypes developed in time to show at the Melbourne Fashion Festival using premium Japanese fabrics were set to be locally produced and Stage 4 lockdown put a stop to that too. We are keeping fingers crossed that our local production can begin in a matter of weeks.
In spite of all the delays and setbacks, we are pleased to be able to look back at all the images from our experience of the 2020 Melbourne Fashion Festival as testimony to all the fun, hard work, creative passion and brand building that we live and breath behind the scenes every day.



Read article: Melbourne Fashion Festival

Read article: A Natural Fit — Birkenstock & Kerrin

Explore: Footwear & Socks

Explore: Collection

Geron for Kerrin coGeron being playful

The band
The band


Bucket hat buddiesBucket hat duo


Geron for KerrinGeron for Kerrin