Myer Fashions on the Field

The iconic national Myer Fashions on the Field will enter the digital age this year, with a photo-based competition set to revolutionise the world-famous institution of the Melbourne Cup Carnival.

Fashion photographers will capture beautifully dressed contestants at events in New South Wales, Queensland, South Australia, Tasmania and Western Australia, with the top ten from each state to be published on a specially curated new website. As well as sharing a selection of the beautiful images captured from each raceday, the site will be a hub for all things racewear and provide fashion inspiration for all Fashions on the Field enthusiasts, worldwide.

A line-up of expert judges from the fashion industry including Myer designer Kylie Radford (Morrison), Herald Sun Executive Fashion Editor Kim Wilson, Victoria Racing Club (VRC) Executive General Manager (EGM) Customer Engagement Caroline Ralphsmith, Myer Womenswear Category Manager Claire Hurley and last year's Myer Fashions on the Field national winner Crystal Kimber, will then select the state winners, who will be flown to Melbourne to compete on the catwalk alongside the Victorian finalist on Kennedy Oaks Day for the 2018 Myer Fashions on the Field National title.

In an exciting year for the competition, participants in the Women's Competition, Men's Competition, Emerging Designer Award and Millinery Award will compete for their share in over $380,000 worth of prizes.

VRC EGM Customer Engagement Caroline Ralphsmith said the Club was focused on evolving Myer Fashions on the Field to cater for a new generation of fashionistas. "Myer Fashions on the Field is a Flemington icon that has been replicated the world over.

After more than half a century it is incumbent on the VRC to continue to evolve the competition to ensure it remains Australia's largest and most prestigious outdoor fashion event," Ms Ralphsmith said.

"Bringing the competition into the digital age will reinvigorate Myer Fashions on the Field. We also believe taking the interstate Myer Fashions on the Field competition off the catwalk will open the field to a wider selection of competitors and engage with those less confident showcasing their outfits on stage."

Myer Executive General Manager Marketing and Customer Louise Pearson said Myer is thrilled to announce the exciting changes to the Myer Fashions on the Field competition and the move into the digital environment.

"Myer has a proud and long standing history as the official naming rights sponsor of the prestigious and world renowned Fashions on the Field competition. There really is no other outdoor fashion competition like it anywhere in the world," Ms Pearson said.

"Whilst the competition remains strong and the numbers of entrants continues to grow we know we must continue to reinvigorate and modernise the competition to ensure its long term future and encourage a new generation of fashionable racegoers to enter. By embracing the digital age and introducing a photo based competition across Australia we remain relevant and believe this change will also encourage a broader audience to enter."

Each state will have a selected event or raceday where Myer Fashions on the Field photographers will be present to catch street style images of fashionistas. The photos will then be uploaded to the judging platform and entered into the relevant Myer Fashions on the Field State Competition. Participants will also receive these photos via a confirmation email and will be able to share them across all their social media platforms.

The website, www.fotf.com.au, will go live in October. For more information about the competition please visit flemington.com.au/MyerFOTF.

In its 57th year, Myer Fashions on the Field entices hundreds of fashion hopefuls to enter the categories of Women's Racewear, incorporating state winners from the national competition; Men's Racewear, proving that fashion is not just for the ladies; the newly reinvented Emerging Designer Award providing the ultimate launching pad for aspiring new talent; and the Millinery Award competitions.

Flemington's popular fashion, food and entertainment destination The Park will host Myer Fashions on the Field during the Melbourne Cup Carnival:

AAMI Victoria Derby Day, Saturday 3rd November – Women's Racewear Heats and Daily Final; Men's Racewear Heats and Daily Final.

Lexus Melbourne Cup Day, Tuesday 6th November – Women's Racewear Heats and Daily Final; Mens Racewear Heats, Daily Final and Victorian Final; Emerging Designer Award Final.
Kennedy Oaks Day, Thursday 8th November – Women's Racewear Heats, Daily Final, and Victorian Final; Millinery Award and Women's Racewear National Final.

The 2018 Myer Fashions on the Field competition offers one of Australia's richest prize pools, with the Women's Racewear National Final winner receiving over $115,000 worth of prizes. This includes a brand new Lexus, a $49,500 Kennedy timepiece, a $6000 Myer gift card, Antler luggage and a TCL Entertainment package.