Myer unveiled its much anticipated autumn 2016 Australian and international designer fashion collections in a spectacular setting at The Cutaway, within the Sydney’s new Barangaroo Reserve.
Taking inspiration from international fashion players, Myer redefined the traditional launch experience by hosting an exclusive, intimate black-tie dinner for 100 of Australia’s most influential fashion identities and celebrities in an extraordinary first time setting; the first of a series of new events for the retailer this season.
Once seated, guests were treated to a delicious menu prepared by prominent Sydney caterer Cook & Waiter with four courses punctuated by two high fashion moments. The menu was filled with light and tasty seasonal produce including yabby tail, foie gras mousse, with plum, crisped rice and basil. A dessert of valrhona chocolate mousse, caramel crème, Pedro Ximenez fruit, nuts and cherries completed the dining experience. The fashionable crowd sipped Mumm Cordon Rouge NV Champagne and a selection of vintage wines then capped off the night with a refreshing Espresso Martini.
The styling of the show, by fashion director Michael Azzollini, delivered a strong 60’s and 70’s baroque tone, with luxurious renderings of distinctive ladylike silhouettes contrasted with masculine styling. Hip-hugging flared trousers, bell sleeves and fringing dominated a monochromatic palate mixed with bright prints.
Two stunning fashion moments saw 30 models walk the length of the sandstone cut-away and between the dining guests to showcase 100 of the top new season looks by 15 leading Australian and International designers at Myer. The Cutaway of Barangaroo’s newest cultural space created a scene of dramatic proportions to inspire as the choreographed designer moments made the most of the vast scale of the environment.
The fashion moment finale by Maticevski saw models kissed with falling rain symbolic of the approaching autumnal months. Myer officially welcomed talented womenswear designer Georgia Alice to its fashion stable. Renowned for creating cool, wearable luxurious pieces the New Zealand designer was recently crowned ELLE Australia’s Emerging Designer of the Year. Collections from Australian and international designers including Alex Perry, Aje, WHITE SUEDE, Peter Pilotto, MSGM, Balmain, Oscar de la Renta and Self Portrait dazzled guests, further cementing Myer’s position as Australia’s leading department store destination for the most desirable women’s and men’s fashion brands.
The Face of Myer, Jennifer Hawkins, starred on the red carpet wearing by johnny. Jennifer then closed the final fashion moment wearing a stunning bright orange Maticevski creation. Myer international special guest Shinina Shaik looked stunning in Self Portrait on the red carpet. Shanina then joined Jennifer in the fashion finale wearing a floor length Maticevski gown.
Complementing the fashion was the flawless beauty look created by Napoleon Perdis Cosmetics. Inspired by the beauty and fluidity of an autumn storm; Napoleon produced a fresh, dreamy make up look with dewy skin contrasted with smoked out eyes in subdued matte greys and taupe. Kevin Murphy created the hair look inspired by American actress and fashion designer Chloe Sevigny and her signature wet look with a dry ponytail pulled back at the nape that played with the hair trend of contrasting colours.
Myer CEO and Managing Director Richard Umbers joined leading Myer designers on the red carpet, including Toni Maticevski, Alex Perry, Yeojin Bae, Edwina Robinson and Adrian Norris of Aje, Jacqui Demkiw of WHITE SUEDE and Yeojin Bae. New, emerging Myer designers Georgia Alice, Daniel Avakian, Chris Kontos (TY-LR), Kathryn Forth and Julia Ritorto (Alcer) were also in attendance alongside Myer Ambassadors Rachael Finch, Jodi Anasta and Lauren Phillips.
Fashion personalities to attend the glamourous event included Zac and Jordan Stenmark, Sam Burgess and Phoebe Hooke, Amanda Shadforth, Sara Donaldson, Pierre Toussaint, Tim Robards and Anna Heinreich, Kate Waterhouse and Luke Ricketson, Hoda and Tom Waterhouse, Kyly Clarke, Sam Frost and Sasha Mielczarek, Samantha Jade, Nathan Jolliffe, Didier Cohen, Tanja Gacic, Eleanore Pendleton, Emma Lung and Tom Derickx.
Customers could follow all the action from home with unprecedented access through social media with the two fashion moments live streamed via Periscope and behind the scenes coverage captured on Snapchat.
The designer collections are available in Myer stores from today