Sydney certainly turned on the best weather to showcase the latest fashion collections from Myer for the coming season. The retailer, with Jen Hawkins opening and closing the show, took over an extraordinary, concrete-clad, minimal house, overlooking South Coogee and showcased the collections of its leading designers including Alex Perry and Yeojin Bae. The fast-paced show, with a backdrop of the most exquisite bluest of blue days certainly made for the perfect photo opps.

Myer continues to evolve our seasonal launches and push the boundaries with exciting, innovative and dynamic events and experiences that delight and inspire our audiences. For the first time we were thrilled to host two events to launch the new season – a day event at a spectacular private house in Coogee and a night event at the iconic, Bronte Surf Life Saving Club.

The Myer story is the story of Australia and through our campaign titled ‘Australia Lives Here’ we were proud to showcase the new season collections from some of Australia’s best designers including Alex Perry, Maticevski, We Are Kindred and Acler. We were equally proud to be have brought some of the best international brands to Australian shores including The Kooples, Roksanda and Vilshenko.

The day event saw The Face of Myer, Jennifer Hawkins and special guest models, Aleyna FitzGerald, Elyse Taylor and Chantal Monaghan, take to the runway to launch 13 of Myer’s leading Australian and international designers in an exclusive and intimate daytime parade.

The event was held at a private house situated on the elusive cliffs of Coogee Beach for 100 of Australia’s most influential fashion identities and celebrities. Jennifer opened the parade, meandering through the dramatic minimalist house in a show stopping structural navy and white gown by Alex Perry, as remixes by Sydney DJ, Touch Sensitive echoed throughout the corridors.

Guests sat dispersed throughout the spectacular residence, wowed by the all-encompassing stark rawness of colossal cement pillars and super scaled glass windows. In an all-Australian designer finale with Jennifer in Maticevski, models fell into a single file formation, cascading through the house as gigantic mirrors beamed natural light reflections in every direction of the Coogee ocean, thrashing into the cliff walls.

The styling of the daytime parade by fashion director, Trevor Stones, presented a dramatic and sophisticated high fashion start to the season for Myer, showcasing a mix of floaty romantic lightness, luxe sculptural pieces and sharp modern designs.

Collections from Morrison, sass&bide and new Myer designers We Are Kindred and Vilshenko exhibited the first signs of the season, featuring a burst of spring elegance with soft prints and romantic, floaty shapes. The elevated tone continued, with lush satins in colours of the season, blush and vintage rose, from Roksanda and dramatic sculptural embellished pieces from Maticevski, whilst Alex Perry, Acler and new brand to Myer, Anna Quan, showcased sharp, masculine tailoring.

Complementing the fashion was a refined hair and beauty look created by Lancȏme and KEVIN.MURPHY, featuring a fresh spring feel with effortless glowing skin, a pop of fuchsia and red on the lip, paired with luminous tight, slicked hair.

Guests were treated to a roaming canapé three course lunch prepared by renowned Sydney boutique caterer, Cook & Waiter. The menu was filled with light and flavoursome bites, taking inspiration from the ocean surroundings, with smoked dashi custard in sea urchin shell, prawn ceviche and Sydney rock oysters paired with a chocolate hazelnut rocher. Fashion’s most prominent crowd sipped on Mumm champagne. The afternoon was capped off with a refreshing activated charcoal black cosmopolitan and cocktails by Vantage Australia, Australia’s first spirit.

Moving into the night, Myer continued to celebrate the Australian summer, hosting a second event, the Myer Spring 17 Social at Bronte Surf Life Saving Club for 250 fashion and digital influencers. Guests made their way down to the moonlit Bronte sand, as Myer transformed Australia’s oldest surf lifesaving club into a nostalgic social, reminiscent of the endless summer days of 1970’s Australia.

30 models and dancers, dressed in 20 of Myer’s most exciting contemporary brands, broke into three separate spontaneous dance moments, choreographed by Marko Panzic. Live performances by Australian electronic music duo, Peking Duk had Sydney’s social set on their feet, while many captured their own retro social moment, as they posed in a colourful vintage telephone installation, created with original Australian payphones.

Fashion director, Teagan Sewell styled three energetic fashion moments, evoking both the spirit of modern Australian design and nostalgia of teenage days. The 1960’s swim moment featured high waisted bright, tropical prints and crochet bikinis from Cozi, Stella McCartney and Seafolly.

The 1970’s inspired a denim trend moment, where vintage was made new again with high waisted, ripped and re-done denim shorts, jeans and jackets from classic brands such as Levi’s and Lee, mixed with more contemporary designs by Steele, Scotch & Soda and Êtré Cecile.

The evenings final trend moment saw 1980’s power blazer dresses by Misha Collection and Mossman, slogan tees from Skin & Threads and playful party dresses from Talulah contrasted with the grunge of the 1990’s party scene with gingham and leather designs by Cue and bustier dresses in sheer fabric by Asilio.

Unifying the fashion were the beauty looks created by Lancȏme and KEVIN.MURPHY celebrating individual trend movements throughout the decades. 1960’s fringes and winged eyeliner, the bouncy hair waves of 1970’s, bright lips, cheeks and crimped hair of the 1980’s decade and the classic 1990’s un-done grunge look with dark lips were all on display.

Fashion’s social faces delved into a range of quintessential Australian food with a twist, presented by Cook & Waiter. The Myer Spring Social 17 Kiosk served salt and vinegar chips, Vegemite glazed eschalot tart, beer battered flathead and Aussie beef pies, paired with cult favourites, lamingtons and mini Paddle Pop ice creams. Guests topped off the night with range of vintage cocktails with a fresh take, including Frosty Fruit granita, Ginger Snaps and classic Vantage and soda.

Source: Myer