Department store Myer has launched its Autumn/Winter 2017 collection with an extravagant fashion show staged in an underground carpark, of all places.
The Wednesday night dinner and parade saw the face of Myer, Jennifer Hawkins, plus 25 other models walk a red-carpeted catwalk in front of 120 VIP guests.
The location may have seemed familiar to anyone who has studied at the University of Melbourne – the entire production took place in the campus’s on-site South Lawn carpark.
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Designed by Dutch-born architect Jan van der Molan, the carpark’s innovative design has also provided a backdrop for reality cooking series MasterChef.
The location drew both admiration and bemusement on social media from those who recognised it from their university days, as well as those who recalled it being used in the first Mad Max film.
Some were simply miffed they couldn’t access their regular parking spot, with one social-media user posting: “Are you serious? This is why the car park was cleared.”
In an interview with the university, Hawkins described the grounds as “relaxing and tranquil” and the architecture as “grungy and sexy”.
“Yeah nothing says sexy like a $100k+ HECS debt, mind numbing tutes and sleepless library night sessions,” one student joked on Facebook.
The general consensus among the fashion set, however, was that the parade was a triumph, with the unlikely setting used to full advantage for the gothic-themed show.
Celebrity guests including former Bachelor Tim Robards, radio host Andy Lee, The Project panellist Carrie Bickmore and several Real Housewives stars were treated to a three-course dinner before the main event.
Models arrived in Teslas to herald the introduction of a Tesla showroom to Myer’s Melbourne store, making the new Model X, the store’s most expensive item.
Hawkins closed the show in a silver Toni Maticevski gown, walking the runway to the tune of Ave Maria, which some guests pointed out was the song used in the wedding scene in the 1994 Australian classic Muriel’s Wedding.
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