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MYER Spring Summer 2016 Launch

The 1,000 guests at Sydney’s Horden Pavilion (and thousands of others watching at home via Facebook Live) were invited to discover Myer in a whole new light as we launched the SS16 Designer Collections with our biggest ever live fashion event starring Face of Myer Jennifer Hawkins.

Up and coming electro indie trio Safia opened the show with a surprise live performance when revealed from a two-story set hovering above the catwalk. The band’s haunting sounds heralded a stunning entry featuring Jennifer Hawkins, international special guest Fernanda Ly and 25 models. Dressed in Maticveski’s new season collection, the models emerged from a dramatic tunnel at the end of the 32 metre set.

The styling of the show, by fashion director Michael Azzollini, delivered a beautiful display of Myer’s new season collections defined by an overarching trend for romantic and high-luxe designs. The collections celebrated the first signs of spring featuring an explosion of floral prints in every guise, from micro petal prints to oversized florals.

The set was punctuated by a breathtaking and futuristic neon light display, with models weaving beneath 20 kinetic linear light  formations that dropped from the ceiling. Over the course of the show, the stunning light display evolved to create six unique formations that shone throughout the vast space creating a fashion spectacular not seen before in Australia.

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

Myer spring 16 fashion launch

MS-White-suede-2

Myer spring 16 fashion launch

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