E! Australia continues partnership with PayPal Melbourne Fashion Festival

E! Australia has announced it is continuing its partnership as the official and exclusive broadcaster of the PayPal Melbourne Fashion Festival for a fourth year running.

From March 15, the pop-culture platform will provide coverage of the event - which ran from March 3 to March 12 -  celebrating arts, technology and creativity to viewers at home around the country.

E! will also air The Curated - a "shop the runway" format that allows viewers to purchase items directly via the QR code - (channel 121 on Foxtel) from 15 March, hosted by E! Australia presenter Francesca Hung and fashion darling Christian Wilkins.

E! will also bring audiences a local production, Culture!d, from 4 April. The show will cover Australian fashion and cultural trends.

Culture!d will also dig deep to understand how and why Australians’ opinions on fashion and technology are changing and explore the business and consumer motivations.

Chris Taylor, NBCUniversal International, MD – Distribution, Networks and DTS ANZ, said: "We are delighted to see 'The Curated' format in its second year in partnership with PayPal Melbourne Fashion Festival.

"The QR code on screen allows brands to close the loop between digital and television via integrated ad solutions. By allowing multiple platforms to link together, we have given consumers the ease to self-activate the purchase funnel to conversion in a single click.

"We are also excited to be creating ‘Culture!d’, covering the latest trends straight from PayPal Melbourne Fashion Festival," he added.

Yolanda Finch, PayPal Melbourne Fashion Festival chief operating officer and acting CEO, said: "We are thrilled to be working with E! again on this iconic event, and we’re excited to see the work of established and emerging designers showcased on E!’s linear and social content from PayPal Melbourne Fashion Festival.

"We hope audiences enjoy the glamorous, thought-provoking and fun elements that the event has to offer," she added.