Australian celebrities and fashion identities flocked to Melbourne for the launch of the department store’s autumn/winter 2012 collection. The parade was hosted in the Myer Mural Hall, which is on the top floor of the freshly refurbished heritage-listed flagship. The venue, which mirrors the David Jones autumn/winter 2012 launch held recently on level seven of its Sydney store, marks a return to the golden days of retail where fashion parades were held in house.
Myer’s model ambassadors – Jennifer Hawkins, Jess Hart and Kris Smith – were the star attractions on the runway.
In attendance at the show were Myer ambassadors Rebecca Judd and Laura Dundovic, as well as 400 VIPs including Harry Kewell, Michael and Lindy Kim, Anthony Callea, Simone Callahan and Geoffrey and Brynne Edelsten.
Hawkins made a pre-show appearance on the black carpet in an onyx Nicola Finetti gown and her hair swept into a high bun.
The mega-model and former Miss Universe opened the show in ELLERY and continued to wow in designs by Magdalena Velevska, Yeojin Bae and Toni Maticevski.
Kym Ellery, designer of ELLERY, showcased dresses in gold, black and white in her signature structural shapes. The formidable collection included waists defined by spiked belts, thigh-high slits on floor-length skirts and white laser cut-outs.
Jess Hart was playful in a Karen Walker print jumpsuit. The Kiwi designer, whose aesthetic could be described as ‘nanna chic’, presented buttoned up cardigans, silk neckties, oversized mannish coats and a delightful bug print dress with Peter Pan collar.
Sarah-Jane Clarke and Heidi Middleton, of sass & bide, had metallics on their minds. Bronze, silver and gold sequins were heavily embellished on mini dresses and jackets, juxtaposed by white cotton, nude chiffon and citrus yellow silk.
Aurelio Costarella’s collection consisted of black and champagne silk with marabou feathers, lace embroidery and a black leather corset belt adding ornamentation.
Charlie Brown went for vibrant autumnal shades in geometric prints and Leona Edmiston displayed a palette of jewel hues.
Models had dewy skin courtesy of Illamasqua and messy braided halos by Kevin Murphy.
The looks, styled by Romy Frydman of Style Me Romy, firmly cemented the dress as the staple of the season.
Whether romantic or minimalist, a body-con micro-mini or billowing to the floor, designers unveiled dresses in all their guises.
Myer’s winter wardrobe covers a spectrum of colours, from black and white to pastels, neutrals to high shine metallic and a fusion of fabrics, including leather, lace and tweed.
Watch the David Jones Autumn/Winter 2012 Runway here and decide which fashion launch was your favourite!
Photos: Lucas Dawson
