SYDNEY COMES TO LIFE WITH 5TH ANNUAL VOGUE FASHION’S NIGHT OUT
The fifth annual Vogue Fashion’s Night Out (VFNO), this year presented by Olympus, brought the Sydney CBD to life last night with a record-breaking attendance.
Vogue Australia editor-in-chief Edwina McCann said: “Every year I am always so blown away by the buzz in the air at Vogue Fashion’s Night Out. Last night was no different with people everywhere celebrating the best of the Australian fashion industry. It is such a pleasure working with all the retailers and partners especially Olympus who this year made everyone a cover star with their incredible live cover shoot.”
At VFNO, shoppers enjoyed live entertainment including performances by special guests Lanie Lane and Elizabeth Rose, special offers, brushes with celebrities and fashion industry VIPs, exclusive runway shows at the world’s favourite one-night‐only shopping event.
Vogue Fashion’s Night Out, in its sixth year globally, will be celebrated in 20 countries around the world in 2014 including: Brazil, China, France, Germany, India, Italy, Japan, Kazakhstan, Korea, Mexico, the Netherlands, Portugal, Russia, Spain, Taiwan, Turkey, Ukraine and the United Kingdom. Other cities that joined Sydney on 4 September included: Rio de Janeiro, Berlin and Mumbai.
Presenting partner Olympus gave shoppers the chance to have their photo taken inside a Vogue cover installation and had an army of Olympus photographers on hand to capture every moment of Fashion’s Night Out Sydney 2014.
Exclusive retail partner David Jones hosted in‐store parades, an exclusive food marketplace On Seven appropriately called ‘Graze and Groove’, a champagne bar on Level 2 that hosted designer Q&As throughout the evening, and the GQ Men’s Styling Night Out took place in their Market Street store hosted by GQ Australia editor Ceri David and attended by some of Australia’s most stylish men.
Exclusive alcohol partner G.H. Mumm offered much need respite for weary shopping feet as they partnered with Eden Bar to host the official VFNO Bar at MLC Centre.
Bassike’s Mary Lou Ryan and Deborah Sams collaborated with the Vogue Australia team on the design of the 2014 VFNO Sydney t-shirt on their signature organic cotton jersey t‐shirt. The exclusive VFNO t-shirt (RRP$90) is available to purchase while stocks last from David Jones Elizabeth Street, Bourke Street and Bondi Junction stores and davidjones.com.au.
Vogue Australia once again partnered with Murdoch Children’s Research Institute raising awareness of the world renowned work the organisation continues to do into infant, child and adolescent health. Murdoch Children’s Research Institute’s world‐class team is dedicated to making discoveries to prevent and treat common and rare childhood conditions and last night Vogue and MCRI encouraged shoppers to share selfies of themselves using the #VFNOselfieforMCRI.
KEY ACTIVATIONS for 2014
1. Olympus, Pitt Street Mall
Principle partner Olympus brought Vogue to life in a live cover shoot. Shoppers stepped inside a special VFNO cover structure and were snapped as if they were on the cover of Vogue to share with all their friends. An army of Olympus VFNO Official photographers patrolled the streets snapping the best looks of the night.
2. David Jones, Elizabeth & Market Street stores
David Jones hosted several in-store parades with Vogue Editors and celebrities. On Seven came to life as a buzzing marketplace aptly called ‘Graze and Groove’. The marketplace included a raw bar and oyster shucking station, Pepe Saya Fish and Chip stand, Sushi stand, Miss Chu pop‐up, ‘Australia on a plate’ food stall, a ‘top fruit’ stand and French inspired food tasting from David Bitton. Celebrities and David Jones VIPs enjoyed some relax time in the Vogue Bar On Seven supported by G.H.Mumm.
3. Official VFNO G.H. Mumm Bar at Eden Bar, MLC Centre
Shoppers took great delight in resting their weary shopping feet at the official VFNO bar. G.H. Mumm in partnership with Eden Bar offered shoppers a glass of the finest French bubbles and a canapé for $15 and it proved a popular option toward the end of the night!
4. Essie, Pitt Street Mall
Essie nail technicians were on hand at their special pop up nail bar in Pitt Street Mall tending to the manicures of hundreds of shoppers.
5. H&M, Pitt Street Mall
The H&M Studio Collection was launched last night at a purpose built H&M pop up in Pitt Street Mall. Launched globally yesterday, VFNO shoppers were among the first in the world to be able to shop the collection as seen on the runways of Paris in February.
6. Georg Jensen, 60 Castlereagh Street
This year Georg Jensen celebrates 110 Years in the business, and last night Georg Jensen hosted a celebration fit for a royal in their Castlereagh Street store. Shoppers tried on Georg Jensen pieces and posed with Prince Charming. With prizes and special offers, the Georg Jensen Castlereagh Street store was buzzing all night!
7. Month of Vogue, Container Precinct, Martin Place
Last night kicked off the Month of Vogue campaign. Shoppers were able to collect a special pre‐release copy (5 days before it goes on sale!) of the October issue at the special NewsLink container in Martin Place. Also on sale was the brand new Miss Vogue, which hit stands this week.