Myer AW17 Runway2017

The rare opportunity to create a fashion event at an iconic car park turned out to be the intersection of fashion and architecture.

Cavernous arches and 48 Brutalist concrete columns created a subterraneous landscape. The moment took place within our most beloved architectural icon, the Melbourne University South Lawn car park. For the 125 fashion influencers attending, the setting was an arresting scene. As the models arrived in electric vehicles, the luxurious fashion story played out in a dream-like cavernous landscape. Endless metres of deep, dramatic carpet and glamorous dining tables were layered with darker-than-dark florals, Waterford crystal and black-on-black adornments.


Commissioned by Myer In House Team
Event Management & Production by Rizer
Choreography & Music by Michael Boyd
Styling by Michael Azzolini
Floral by Cecilia Fox
Catering by French Saloon
Photography by Lucas Dawson