This year’s Vogue Festival has been extended into a three-day event that will include new activations, pop-ups and premiere ticketed fashion events.

Adelaide’s iconic shopping hub Rundle Mall is again partnering with Vogue Australia for the event, now in its third year, which will feature all things fashion, fun and food, runway shows, giveaways and meet and greets in an effort to boost the local industry.

The Vogue Festival, which opens today and will last until October 19, looks to surpass the success of the previous two years. The inaugural event saw over $45 million in retail sales.

“This year’s three-day Vogue Festival promises to be bigger than before, right in the heart of Adelaide and happening this October,” the organisers of the festival said.

Edwina McCann, Vogue Australia’s editor-in-chief, said the festival is a good opportunity to showcase the state’s leading shopping district and deliver real impact for retailers.

“The expanded program is incredibly exciting and promises to make this year bigger and better than ever,” McCann said. “It’s going to be a wonderful experience for consumers and we can’t wait.” 

David Jones has signed on again as a supporting partner of this year’s event and will bring its Rundle Mall location to life with exclusive in-store offers.

Sean’s Kitchen will host its annual Vogue Kitchen lunch today, and in the evening, will present the inaugural GQ Supper Club hosted by GQ Australia editor Mike Christensen.

The festival’s official opening will be held at Rundle Mall’s ‘Malls Balls’ at 12 noon on Friday, and will be formally launched by McCann.

“Shoppers will be able to indulge in all that Vogue Festival has to offer with unique and immersive experiences right in the heart of Adelaide,” said Johanna Williams, general manager of the Rundle Mall Management Authority.