Vogue Australia editor-in-chief Edwina McCann has announced an exclusive three-year partnership with American Express to be the naming rights partner of Australia’s biggest annual retail event, Vogue American Express Fashion’s Night Out.
The announcement marks the continuation of the partnership as the event celebrates its 10th year in Sydney and fifth year in Melbourne this year.
McCann said: “We’re delighted to have American Express confirm an extended partnership with us through until 2021. They have been our partner for this event for three highly successful years and this long-term investment ensures we will deliver an even stronger connection with our participating retailers and the Vogue audience.
“This event was born out of a genuine desire to support Australian retailers and the fashion industry. This year we will celebrate 10 years of Fashion’s Night Out in Australia, creating memorable moments for consumers which they amplify proudly to their family and friends.
“Both Vogue Australia and American Express audiences come along to experience our brands and be a part of what we have to offer, and in doing so we deliver retail outcomes.
“We have a lot in common, our brand values and respect for our customers are aligned and together we will deliver the very best experience for our customers and make this year’s event bigger than ever.”
American Express vice president brand, charge cards and experiences Naysla Edwards said: “Vogue American Express Fashion’s Night Out is one of the standout Amex experiences on our social calendar each year.
“It demonstrates our backing of the Australian fashion industry and our card members. We are bringing together hundreds of retailers, growing year on year, to offer our card members added value, access to the American Express Lounge and an exclusive shopping experience.”
This year Vogue American Express Fashion’s Night Out Melbourne will be held on Thursday 29 August throughout the Melbourne CBD. For the fifth consecutive year the event will feature as a part of Melbourne Fashion Week’s opening night, in partnership with the City of Melbourne.
Vogue American Express Fashion’s Night Out Sydney will follow on Thursday 5 September in the Sydney CBD in partnership with the City of Sydney. Celebrating its tenth year, it is anticipated that this year’s event will see over 200,000 shoppers and hundreds of retailers once again bring the Sydney CBD to life.
In celebration of Vogue Australia’s 60th birthday this year, Vogue American Express Fashion’s Night Out will turn Little Bourke St Melbourne and Pitt St Mall Sydney into a NYC inspired block party. Metallic and monochromatic styling will be the backdrop for this high energy, urban festival of live music, dancing and fashion in the heart of the CBDs.
Vogue American Express Fashion’s Night Out supports the Australian fashion industry and engages consumers in a free event that allows every person to shop like a Vogue VIP. The event gives retailers the opportunity to incentivise customers and build brand loyalty by providing value-adding experiences rather than relying on discount pricing strategies.
At this year’s one-night-only events, shoppers can expect live entertainment, special offers, celebrities, fashion industry VIPs, exclusive runway shows and the champagne will be flowing as the Melbourne and Sydney CBDs come to life.
David Jones returns for the seventh year as the exclusive retail partner with activations throughout Bourke Street Mall and Elizabeth and Market Street stores.