Myer AW17 Fashion Launch

EVENT WRAP UP: Myer AW17 Fashion Launch

Set against the backdrop of architectural brilliance at Melbourne University’s South Lawn underground car park, 120 of Australia’s most influential fashion identities and celebrities (and everyone watching at home on Periscope 360) were invited to discover a dramatic unfolding of our Autumn 2017 Australian and International designer fashion collections.

Jen Hawkins Myer aw17

Jennifer wears Maticevski

With a cast of 30 models, the styling of the show – directed by Michael Azzolini – showcased 100 of our most-wanted new season looks into ethereal fashion acts from our Australian and International designers including Alex Perry, Balmain, Aje, Self Portrait and Maticevski. Accompanied by sleek black Tesla cars, the first act opened in complete darkness before light ascended revealing Face of Myer Jennifer Hawkins and an army of models dressed in Alex Perry.

The remainder of the first act featured edgy and energetic looks from Roksanda, M.J Bale and Misha Collection before the guests settled in for dinner prepared by renowned Melbourne Chef, Ian Curley. The three-course menu featured a selection of delectable seasonal produce including whipped cod roe, zucchini flowers with goat’s curd and a sensational blood plum, soured cream and meringue dessert. The second act followed military detailing, soft lace, burgundy and khaki hues. To conclude, the final fashion moment saw an array of feminine silhouettes take the runway in Maticevski.

myer aw17 fashion launch EVENT WRAP UP: Myer AW17 Fashion Launch

Jonathan Simkhai & Viktoria Novak millinery

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Misha Collection

Myer AW17 Fashion Launch

Myer AW17 Fashion Launch

Myer AW17 Fashion Launch

M.J. Bale

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Self-Portrait

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By Johnny

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White Suede

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Sass & Bide

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Morrisson

Myer AW17 Fashion Launch

 

Myer AW17 Fashion Launch

 

Myer AW17 Fashion Launch

 

Myer AW17 Fashion Launch

 

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M.J. Bale

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Aquila

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Aje

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Aquila

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Balmain

Myer AW17 Fashion Launch

 

Myer AW17 Fashion Launch

 

Myer AW17 Fashion Launch

 

Myer AW17 Fashion Launch

 

Myer AW17 Fashion Launch

 

Myer AW17 Fashion Launch

Jen wears Alex Perry

Myer AW17 Fashion Launch

 

Myer AW17 Fashion Launch

Selected image by Lucas Dawson photography. Shop new season Designer Collections online here.