Pawel Bednarek fronts Song for the Mute Autumn/Winter 2011

Elliot Ward-Fear isn't the only emerging Australian fashion designer with big branding ideas. Just three seasons old, Sydney menswear label Song for the Mute has recruited Polish model Pawel Bednarek for its Autumn/Winter 2011 campaign and lookbook shot by Bowen Arico in and around Wollongong. Although not as feminine as Australia's Andrej Pejic, Bednarek nevertheless definitely has the moment's popular androgynous look - as harnessed in editorials by publications such as Dazed & Confused Japan. Which suits the cool, asexual vibe of much of Song for the Mute's clothing. The brand is designed by Melvin Tanaya and Lyna Ty (below), who will take their winter collection - entitled 'Milieu' - to the upcoming Paris mens' Fall/Winter 2011/2012 fashion week (January 19-23), where they will be represented by Showroom Romeo. Song for the Mute is also among five finalists for the 2011 L'Oréal Melbourne Fashion Festival Designer Award, a competition that has previously been won by Josh Goot, Friedrich Gray, Romance Was Born and Dion Lee. The event runs from March 14-20 and as previously reported, will be attended by Dazed Group co-founder Jefferson Hack - who apparently won't just be speaking at LMFF's hugely popular Business Seminar, but may even DJ at a soiree.

Jefferson Hack isn't the only big fashion name heading downunder in 2011

purple diary

Last night the L’Oréal Melbourne Fashion Festival announced more details of the lineup for its 2011 event, which will run from 14-20 March under a new creative director, Condé Nast's former mens fashion director Grant Pearce. Now in its 14th year, LMFF is a consumer-focussed event of in-season fashion parades and exhibitions that are open to the public. But ironically, it’s the industry-focussed Business Seminar that is arguably its hottest ticket, with a stellar lineup of speakers that has previously included former Selfridges ceo Vittorio Radice, Philippe Starck, Agent Provocateur’s Joe Corre and Serena Rees, Vivienne Westwood and last year, LMFF's first really big fashion kahuna, Calvin Klein Collection womenswear director Francisco Costa. In March, Jefferson Hack, editorial director of London’s Dazed Group, will join ACNE Studios ceo Mikael Schiller and Havas Worldwide ceo David Jones, in addition to 2011 Festival face, New York-based Australian actor Melissa George. George is a Perth native, but will nevertheless inject some Hollywood glamour into the event.