The launch of Melbourne Spring Fashion Week also meant the launch of one of the biggest shopping events of the year: Vogue American Express Fashion’s Night Out Melbourne (also Vogue’s Online Shopping Night for those playing at home). The two events co-incided like a giant explosion of designer-wear, models, bloggers, hairspray and shiny plastic AMEX cards.
One of the many polaroid photo stations
Walking down Bourke Street Mall was no easy feat; with pop-up booths, fashion displays, free food and photographers everywhere, it was hard to know where to look or walk. The first stop-off we made was, of course, to Emporium, the centre of all the chaos.
20% off storewide! Also nail art.
Walking inside was like a shopping addict walking through the pearly gates and into heaven; everything was white, there were bouncing balloons, sparkling Schwarovski photo booths and so many sales. Every storefront proudly boasted a VFNO poster and the corresponding promotion they were pushing that evening, as well as mentions of gift-with-purchases and freebies galore.
Free fairy floss at Guerlain!
Making our way through Myer Emporium we saw offerings of all kind. With so many great sales on, how do you know where to go? Simply follow your nose to the concession store offering the best goodies and let them coax you into swiping that AMEX card while you munch on fairy floss/ Doughnut Time/ Messina/ various other tantalising treats. Not the kind of person to be tempted by edible goods? Don’t stress, because free massages, makeovers and hairstyling were also on the table.
Polaroids at the American Express lounge
After finally stumbling out onto Bourke Street Mall, we were swept up by the masses of crowds pushing past to get in line for the American Express Lounge (where you were pampered by the talented make-up artists from Bobbi Brown), the Dyson pop-up (where you could play around with the new Dyson Supersonic Hairdryer that everyone’s going nuts about) and the Samsung pop-up (where you were treated to your own profesh photoshoot). As it was getting near 6pm however, we decided to forgo all the tempting complimentary experiences and attempt to find the Emporium runway show that was starting soon.
The madness before the Emporium show
A lovely lady from David Jones kindly pointed out that the show was on Little Bourke Street (why are there so many little streets here? so confusing!) and we ran over, hoping to snag a good position. Unfortunately, when we got there, it was madness and we could only grab a spot near the back, far, far away from the glamorous VIPs that were fortunate enough to have earnt themselves a coveted seat in the #frow.
Cool girls with cool earrings
The show began a little late and by the time all those sparkling, wonderful VIPs were asked to finishing sipping on their champagne and take their assigned thrones seats it was close to 6:30. The show was opened by Seven New’s Jacqueline Felgate and the ethereal Isobel Lucas, who cut the honorary ribbon to officially open Melbourne Spring Fashion Week. Finally, out strode the Amazonian-goddess models.
Baller Sass & Bide maroon jacket
Wearing looks from iconic Australian labels like White Suede, Sass & Bide, Carla Zampatti, Camilla & Marc, Dion Lee and Calibre, there were some clear Spring Summer trends coming through here. Big, dramatic sleeves and wide leg pants are coming back stronger than ever, with a real sleek, streamlined feel. Lots of boxy cuts and structured, deep-plunging blazers were seen, often with large single or double breasted buttons. Flowing, luxurious fabrics like lace, satin and velvet were predominantly used, as were keyhole cuts, low backs and thin spaghetti straps. The colour palette consisted mostly of timeless black and white, with shades of maroon, mustard and cobalt blue transitioning through from past seasons. Dion Lee hit the ball out of the park (as usual) and offered some unique additions to the colour palette; muted metallics in gunmetal, gold and silver were used to full effect.
With the oh-so-stylish Adriana from Le Blonde Fox
After the show finished we had a crazy mad dash in heels to Collins Place in hopes of catching the Collins Place x Rokk Ebony SS17 (why didn’t we catch an Uber? Whyyyy!). Alas, our frantic panic was in vain as the show had long ago finished. My friend Carolyn managed to walk straight into a hairdressing chair and get some curls put in her hair by a lovely stylist however, and I bumped into a good friend of mine Adriana from Le Blonde Fox.
Walking around under the pretty street lights in China Town
By this point it was nearly 8pm we we were getting mad hangry. We ditched our *cool fashion crowd* demeanour (we weren’t fooling anyone anyway) and headed straight for China Town, where we chowed down on a solid $25 banquet.
Melbourne Spring Fashion Week has just begun, and there are still plenty of tickets available for purchase. Click here to head to the website and view the program.
