For the first time ever, the Victoria Racing Club (VRC) has brought the glitz and glamour of the world’s biggest outdoor fashion event, Myer Fashions on the Field, to Shanghai.
More than 30 finalists hit the catwalk and contested the inaugural Melbourne Cup Carnival Fashion Competition held at Shanghai's Hyatt on the Bund on Friday 20 September. The $200,000 Lexus Melbourne Cup trophy was also on hand for the celebrations as part of the Lexus Melbourne Cup Tour.
Una Li from Beijing was declared the winner, with her ensemble catching the eye of judges including Commissioner for Victoria in China Tim Dillon, VRC Senior Manager Tourism and International Jasmine Lim and renowned fashion consultant and Visual Director of the 2019 Beijing Fashion Week Fashion Star Show Zi Tong.
Li will enjoy an all-expenses paid trip to the 2019 Melbourne Cup Carnival where she will compete in the world-famous Myer Fashions on the Field Preliminary Final on Lexus Melbourne Cup Day. The winner also received a luxury Panerai time piece worth more than A$30,000, second place getter Elisa Song received an IWC time piece worth more than A$20,000 and third place getter Yuki Lu received a Cartier time piece worth more than A$10,000.
The Melbourne Cup Carnival Fashion Competition was open to all Chinese residents and more than 250 fashion enthusiasts entered the online competition by submitting photos of themselves dressed in their finest racewear. Finalists were selected based on the same standard as Flemington's iconic Myer Fashions on the Field, including an understanding and interpretation of current fashion trends and attention to detail through accessories.
VRC Executive General Manager Customer Engagement Caroline Ralphsmith said this new, innovative fashion event helped raise awareness of the Melbourne Cup Carnival in China.
"The Melbourne Cup Carnival Fashion Competition has driven significant awareness and interest in the Melbourne Cup Carnival, and supports the Club's mission to increase attendance from China to Australia's original major event," Ms Ralphsmith said.
"We've had a presence in China for the past four years. Our office in Shanghai works closely with the travel trade industry to grow Chinese consumers' understanding of our wonderful event and deepen the VRC's relationship in market to drive visitation in support of growing Victoria's visitor economy.
"In addition, VRC initiatives and partnerships, including the Lexus Melbourne Cup Day two-hour broadcast designed specifically for an international audience, exposes Chinese audiences to the distinctive tradition and flare of the Lexus Melbourne Cup, and the unrivalled experience that it holds. Last year the international broadcast was viewed by more than 60 million households in China through Beijing TV, Wuhan TV and Shanghai TV."
The Melbourne Cup Carnival Fashion Competition was delivered with the valued support of the Victorian Government, highlighting the power of collaboration in promoting Victoria as a tourist and business destination.
"The success of this new, innovative fashion competition indicates what can be achieved through collaboration in promoting Victoria as a tourist destination, whether it be for work or play," Ms Ralphsmith said.
Discussing the event's significance, Commissioner for Victoria in China Tim Dillon noted that the Carnival last year injected more than $447 million into the Victorian economy and attracted a total attendance of more than 300,000.
"Victoria is the sporting capital of Australia, and the Melbourne Cup Carnival is among its biggest sporting events," he said.
"Offering deep history and tradition, Chinese visitors can experience some of the best of Melbourne's sports, fashion, entertainment, food and wine experiences all at the one event."
The visit to Shanghai was the 28th destination on the Lexus Melbourne Cup Tour, which will see the coveted trophy visit 39 destinations across six countries in the lead up to Lexus Melbourne Cup Day on Tuesday 5 November.
Just 42 days away, the Melbourne Cup Carnival promises to be bigger and better than ever this year.
The 2019 Melbourne Cup Carnival runs from 2 November to 9 November. Melbourne Cup Carnival tickets, reserved seating and hospitality packages can be purchased from flemington.com.au.
