Vogue Australia editor-in-chief Edwina McCann today announced a renewed naming rights partnership with American Express and extended trading hours for Australia’s biggest annual retail event, Vogue Fashion’s Night Out 2018.

Ms McCann said: “It’s incredible how this Vogue Australia event continues to develop. This year, due to the expansive footprint and event growth in both Sydney and Melbourne, Vogue American Express Fashion’s Night Out will be extended to commence with an official midday launch time and run through until 10.00pm.

“The extended hours will ensure both lunchtime and after-work consumers have the chance to experience the event and shop like a Vogue VIP. It also allows for retailers to maximise their brand presence and offerings throughout the day and into the evening.

“We couldn’t be more delighted to have American Express on board for the third consecutive year. Their investment in the event ensures we deliver an even stronger connection with our participating retailers and the Vogue audience. Amex is such a respected brand and they have been a brilliant partner for this event. Together we will deliver the very best experience for our customers to 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 events on our social calendar each year.  From high end to high street, we’re bringing together Melbourne and Sydney retailers to offer our Card Members an exclusive shopping experience and fun night out! This year we’re also thrilled to present emerging Australian artists as part of the American Express Music Backers grant program. Watch out for some exciting new performers on the Vogue American Express Fashion’s Night Out stage!”

Vogue American Express Fashion’s Night Out Melbourne will be held on Friday 31 August throughout the Melbourne CBD.  For the fourth 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 6 September in the Sydney CBD in partnership with the City of Sydney. Now in its ninth year it is anticipated this year’s event will see over 200,000 shoppers and hundreds of retailers once again bring the Sydney CBD to life.

With the forward thinking trend of ‘innovation and tech’, this year’s Vogue American Express Fashion’s Night Out will have a futuristic feel to it. Using reflective surfaces, the Vogue iridescent logo will shine throughout each city.

David Jones returns for the sixth year as the exclusive retail partner with activations throughout Bourke Street Mall and Elizabeth Street stores, including exclusive Card Member only offers.

Gordon’s Premium Pink Gin is the exclusive alcohol partner and will host runway shows from  the Gordon’s Premium Pink Gin Bar & Runway in Bourke Street Mall, Melbourne and Pitt Street Mall, Sydney.

New to the event this year, Vogue Australia will launch the Vogue Beauty Hub in both Sydney and Melbourne. The space will be filled with incredible beauty brands including Estee Lauder and Olay and their ambassadors.

The once a year retail highlight Vogue American Express Fashion’s Night Out supports the Australian fashion industry and is all about engaging consumers in a free event that allows every person to shop like a Vogue VIP. With this year’s extended trading hours, shoppers can expect even more live entertainment, special offers, celebrities, fashion industry VIPs and exclusive runway shows as the Melbourne and Sydney CBDs come to life.

The event gives retailers the opportunity to incentivise customers and build brand loyalty by providing added value experiences rather than relying on discount pricing strategies.

Activations and special announcements will be unveiled over the coming weeks via fno.vogue.com.au