Blue is the new black at the L'Oréal Melbourne Fashion Festival (March 14 - 21)

Behind the glitz and glamour of this year's most anticipated celebration of fashion is the message that it's OK to talk about depression and anxiety.

For the second year, beyondblue is the official community partner of the week-long L'Oréal Melbourne Fashion Festival (LMFF), held at venues around Melbourne.

Watch the Network Ten Community Service Announcement with Carrie Bickmore and Charlie Pickering from the 7PM Project (4mb WMV file).

beyondblue's high-profile ambassadors and well-known television identities will take part in a Celebrity Jeans event which will be launched at Highpoint Shopping Centre on Saturday March 20 at noon in Melbourne.

In the Celebrity Jeans challenge, celebrities will decorate a pair of jeans which will later be auctioned.

beyondblue Ambassadors former AFL player Nathan Thompson (Hawthorn Hawks/Werribee Tigers) and TV presenter Jessica Rowe will take part alongside Lindy Klim, Melissa Hetherington, Tiffiny Hall, Dylan Lewis and the hosts of Network Ten's The Circle.

beyondblue Board Director and former Democrats leader Senator, Natasha Stott-Despoja will also take part.

The jeans will be on display at Highpoint from Saturday March 20 and will be sold in a silent auction with proceeds going to beyondblue.

The L'Oréal Melbourne Fashion Festival will support beyondblue during the Festival by distributing information about depression and anxiety while raising funds and awareness of where to get help.

At the Docklands runway events, keep an eye out for beyondblue volunteers, who will be handing out free wristbands and information.

CEO of beyondblue, Leonie Young, said: "This partnership is a wonderful opportunity for beyondblue to reach a broad range of people who work and have an interest in the fashion industry.

"Depression and anxiety are common and can occur in people from all walks of life - even those on the catwalk, but help is always available.

"It may not have always been fashionable to talk about depression and anxiety, but through this partnership, we aim to let people know that it's nothing to be ashamed of and that help is available."

A full program of LMFF runway events can be found at www.lmff.com.au