Melbourne Central's Millennial Pink Party

This September, Melbourne Central is set to undergo a millennial pink make-over, hosting the cities firstever Pantone inspired party for Vogue American Express Fashion's Night Out (VAEFNO) on Friday, 1 September.

Millennial pink, Pantone's Colour of the Year in 2016, has taken the fashion, food and beauty worlds by storm, with Drake famously using the hue in his Hotline Bling music artwork and Alexander Wang requesting models wear millennial pink nail polish for New York Fashion Week.

The hue continued to gain momentum in 2017, with nearly all designers featuring it at Paris Fashion Week, Pinterest revealing 'Millennial Pink" was the most searched back-to-work term, up 100% year-onyear, and a Nielson study finding that the rosé wine category grew by 70%.

The obsession has transferred into user-generated online content, with the trend being mentioned over 32,000 times in 2017 thus far – a statistic that is expected to rise significantly following Melbourne Central's Millennial Pink Party, which has been designed as the most Instagram-worthy destination of the evening.

From 5pm to 10pm, Melbourne Central will activate as the ultimate pop of colour, partnering with a stable of iconic pink brands and vendors to create a journey of food, fashion and frivolity.

Headlining the event will be Melbourne Central's The Pink House – a fully immersive pink experience where visitors can get lost in the floor to ceiling pink space, try on millennial pink clothing and accessories available at Melbourne Central, and take selfies with retro pink props. A $250 Melbourne Central gift card will be awarded to the best snap shared to #millennialpinkparty.

Also on offer, will be 200 pairs of limited edition millennial pink Northside Southside earrings, available exclusively to Melbourne Central shoppers who spend $200 or more between 5pm-10pm on Friday, 1 September.