THE 2016 Perth Fashion Festival program was launched at the Art Gallery of WA this morning, the same venue that will host two shows on the event’s closing night.

Festival director and founder Mariella Harvey-Hanrahan revealed Empire Rose would celebrate its 20th anniversary at the event, which will run from September 20-25.

photos:prom dresses 2016

Adam Heath will commemorate 50 years with a night of Australian music, and fashion label Flannel celebrates 10 years during the festival.

“I can’t think of a better way to celebrate our biggest designer line-up to date than with three significant milestones from leading WA designers and retailers,” Harvey-Hanrahan said.

West Australian model Lauren Brown from Vivien’s Model Management is the face of the 2016 campaign.

The 2016 program features more than 11 ticketed runway events including Opening Night, and Forrest Place will be transformed into a fashion hub with 11 free runway events.

Jennifer Hawkins is set to attend the popular Myer Lunch at the Perth Convention and Exhibition Centre, and Sass and Bide will headline the Swim and Resort Series later in the year.

Harvey-Hanrahan said it was all happening in Perth.

“We are cool over here in the west, we know our stuff and we punch above our weight,” she said.

Read more:prom dresses 2015