As well as being arguably the culture capital of Australia, Melbourne will also become the couture capital next month when Vogue holds its inaugural Vogue Fashion’s Night Out in the city on August 28.
The event, which has been held in Sydney for four years, is the glitziest shindig on the calendar – and is even bigger than the Boxing Dale Sales, in both sales and numbers, with 180,000 consumers attending.
Due to customer demand, the fashion bible is holding Melbourne’s first Vogue Fashion’s Night Out and will take over the city on August 28 and editor-in-chief Edwina McCann (above) told B&T: “Melbourne hosts wonderful events so when opportunity came up to work with the city and the council we jumped at it.
“Melbourne is a great layout for the event and we literally take over the whole city. It’s a full price shopping night, but there’s a VIP element to it and people really do come out in droves, come rain, hail or shine.
“We’re following in the footsteps of other countries, such as Italian Vogue, which has also brought the event to Florence, Rome and Milan so it makes sense for us to do Melbourne, but it will by no means diminish the event in Sydney where it’s hugely popular and is bigger than the Boxing Day Sale.
Last year’s Sydney event saw Chanel create a boutique range of nail polishes just for the night and Bally made a VFNO signature shoe.
More than 600 retailers and 180,000 consumers got involved, with 77 per cent of VFNO participants making a purchase, 42 per cent exceeding their set budget.
Vogue Fashion’s Night Out in Sydney will take place the following Thursday, September 3.
Vogue Fashion’s Night Out has been held in cities around the world each September since 2009. The global event has grown from being hosted in 12 cities in the first year to 20 cities in 2014. Sydney participated for the first time in 2010 and had approximately 100,000 consumers and 450 retailers participate. This has grown to 180,000 consumers and over 600 retailers participating.