Myer chose the perfect day to show its new range: launching the AW11 collection on the first day of autumn, when Melburnians got their first taste of a cool winter to come.
VIPs and fashionistas including the Judds, Eddlestons, Nat Bass, Kate Waterhouse, and Nicky Whelan and her Guns N’ Roses boyfriend lined the halls of the stunning Exhibition Centre, as the night’s MC - Vince Colosimo - got the show off to a dramatic start.
From there, the theatrics continued, with Jen Hawkins taking her first sultry stroll down the catwalk in a coral-coloured maxi-dress by AG, a label Myer has snapped up from the DJs stable of designers.
The department store showcased its three key trends for this Autumn/Winter: Urban Army, Country Club and Ladylike Chic. The first included plenty of luxe wintery and textured fabrics from fur, leather, velvet and brocade, to the odd smattering of feathers on hemlines and shoulders.
Neutral hues feature again this season - expect a lot of camel, mustard and olive, teamed with the obligatory black, black, black. We also saw the repeated use of leopard print across labels – a hint that it might be popping up more and more as the weather cools down.
The ‘Country Club’ theme was dominated by florals, layers and chunky knits, while the full-skirts, trenches, and suiting of ‘Ladylike Chic’ were SO ‘Madmen’.
Boys sported slicked-back hair and specs, while the girls had sharp 50s beehives or cascading curls teamed with dramatic red lips, in keeping with the feminine theme.
Overall the show was a real celebration of the ‘Woman’ – sexy and beautiful, rather than the stiff and uncomfortable looks you often see at fashion shows. And it’s the only thing that can make me feel OK about summer ending – because it means we get to go shopping!