Myer Launches Autumn Winter 2010 Collection


On Monday evening, 15 March, Myer launched its Autumn Winter 2010 Collection in an innovative large-scale fashion show on the stage of Melbourne’s iconic Sidney Myer Music Bowl. This is the first time a fashion show of this scale has been held at the famous outdoor venue.

Myer ambassador Jennifer Hawkins, along with more than 50 models, including Myer’s menswear ambassador, Kris Smith, showcased more than 25 Australian and International brands in the 30-minute show. Other high-profile models included Rhys Ulrich, former winner of Make Me A Supermodel, the son of former Victorian Premier Steve Bracks, Nick Bracks and Packed To The Rafters star Hugh Sheridan who is also the face of menswear label Flinders Lane

But celebrities weren’t limited to the catwalk, the star-studded guest list included Myer Racing Ambassador Rebecca Twigley and fiancé Chris Judd, face of Charlie Brown, Laura Dundovic, Lauren Phillips ambassador for exclusive to Myer brand NF by Nicola Finetti, Underbelly stars Kat Stewart and Gyton Grantley, Marina Prior, Sigrid Thornton, Vanessa Amorosi, Ruby Rose, Kimberly Davies, Olivia and Miriam Nervo, Michael Angel, Myer fashion designers, soccer players Kevin Muscat and Archie Thompson, AFL player Barry Hall and former player Matthew Lloyd and his wife Lisa, Rugby players Billy Slater and Greg Ingliss, Lindy and Michael Klim, and Michael and Sue Gudinski.

The show concept was inspired by Myer’s creative theme for the season and was based around strong architectural shapes. The set was made up of several layers of mesh screens adorned with large-scale images of arched doorways that moved to create a 3D set.

In another ‘fashion first’ for Melbourne, a special creative collaboration for the soundtrack saw the Melbourne Symphony Orchestra, Sydney DJ Graz and composer Nick Wales create a live soundtrack that fused the contemporary music of the DJ with the more classical sounds of the orchestra.

The show opened with Jennifer Hawkins draped over a large classical piano in a stunning bronze metallic ensemble by Melbourne’s own Toni Maticevski, while soulful jazz pianist and signer, Steve Clisby, performed. Following this, an army of 10 models showcasing variations of this season’s must-have item – the 80’s military suit, marched onto the catwalk. The suits were designed by Wayne Cooper, Basque, Cue, Charlie Brown, Nicola Finetti and Nina Maya.

Jennifer had 5 exits for the show – after opening in Toni Maticevski, she also wore ripped denim jeans and a bustier by Bettina Liano, a red leather dress and matching elbow gloves by Charlie Brown, an armour like mini dress by Manning Cartell, styled back with thigh-high boots from Siren and she closed the show in a one-shouldered navy Matthew Eager gown. This is the first time that Matthew Eager has dressed Jennifer for Myer and the first time that the designer has been given the honour of closing the show.

A selection of garments from McQ by Alexander McQueen was included in the show as a tribute to the great designer who passed away last month. Myer is the exclusive department store home for the diffusion line of the late British fashion icon.

The first half of the show explored an 80s revival with heavy embellishments, bold silhouettes, shoulder pads and studded accessories a standout on the catwalk. The latter half of the show saw a return to the Golden Age of fashion where lady-like chic and understated sexiness provided a contrast to the brashness of the 80s. Luxe fabrications and expert tailoring designed to accentuate a woman’s curves dominated the catwalk in the second half of the show.

After the fashion show guests were treated to a lavish after party with cocktails by expert mixologists from Russian Standard, Imperia and Makers Mark. The cocktails included a ginger and lemongrass martini using Russian Standard Vodka, Maker’s Mark & Bols White Crème de Cacao served over hand chipped ice with hand chipped dark chocolate, Apricot and Pineapple Julep using Maker’s Mark and the eight-time distilled Imperia Vodka was served over hand chipped ice chunks and muddled with fresh winter berries.

Highlights of the menu were the rare yellow fin tuna with fresh blue swimmer crab and yuzu dressing on pickled daikon, potato roesti with air dried apple flowers, fennel, labna and pomegranate pearls and Hervey Bay scallop on the shell with cauliflower puree and prosciutto gremolata. For dessert there were little dark chocolate spoons with a dollop of Kalamassi lime or Blackcurrant crème.

Find Adelaide’s Myer store locations here:

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