The VAMFF Myer Runway treated clients, guests and the public to an engaging parade of their W16 range in the first floor of the Women’s Fashion Department of their Bourke Street Store.
It was slick. It was edgy. It was run like clockwork. It was like a well-oiled machine. Myer’s two off-site runway shows were set amidst the fashion that was on display. Part of Day 5 of the Virgin Australia Melbourne Fashion Festival, the parade scored big points with Myer’s fashion savvy customers and guests.
Downstairs, in the Bourke Street Mall, VAMFF “official coffee” sponsor Lavazza had a group of dashing young Italian-Australian men handing out packets of coffee to passers-by. They were set up right next to Myer’s “red-carpet” post where shoppers could snap themselves posing with a couple of gorgeous young men or women- you could choose- before being ushered inside with shop-the-look pamphlets for their W16 runway choices. That is, before having your make-up attended to first!
The runway itself snaked around first floor displays and anyone arriving on the first floor by escalator looked straight down the runway as models paraded towards them, before the catwalk turned around the escalator and shoppers and runway viewers were ushered by staff to an uncrowded vantage point.
Darling of the media, the fashion set and the general public Jennifer Hawkins did not disappoint. Professional to the last, she positively radiated out of her striking Alex Perry gown. Accompanied by Chris Smith in Politix for the finale the pair made their final runway circuit to the applause and cheers of the crowd.
A rather brilliant and refreshing way to get shoppers into your store and engage them in the fashions you are showcasing, shopping aisles in Myer were choking with fashion buyers after the two parades.
Here’s what we saw…with video at the end of this post. 🙂