Retail in Asia

In Markets

Melbourne Airport partners with Melbourne Fashion Week for runway show

Melbourne Fashion Week

Melbourne Airport has staged its first fashion show, featuring leading Australian brands and key retail partners.

SEE ALSO : German supermarket chain Kaufland to open 20 Australia stores

The Terminal 4 pop-up parade, on 30 August, 2019, was organised in partnership with Melbourne Fashion Week and featured styles and products from Country Road, Witchery, Sportsgirl, Rip Curl, Sunglass Hut, and Peter Alexander brands, along with WHSmith, Mimco, Mecca Cosmetica, and Mecca Maxima.

Five different themes for travellers – Executive, The Surfer, Weekend Getaway for Her and Him and The Red Eye – aimed to catch the attention of the airport’s domestic passengers.

Melbourne Airport also issued a special fashion week edition of its Journey retail guide to coincide with the show.

A pilot dressed in a China Eastern uniform led the catwalk, while two China Eastern cabin crew members walked alongside in the terminal.

Melbourne Airport Chief of Retail Rosemary Earner said the airport was thrilled to partner with Melbourne Fashion Week to deliver the runway show.

“We are always looking at ways to incorporate Melbourne’s culture at the airport so we decided to host a pop-up event as part of Melbourne Fashion Week to highlight our retailers like never before,” said Rosemary.

“Travellers got a real kick out of seeing the terminal transform into a runway and we hope to deliver more surprises for passengers in future,” continued Rosemary.

SEE ALSO : Pernod Ricard partners with Heinemann Australia

Earlier in the week international model, Adut Akech, visited the airport’s T2 luxury precinct, which includes 11 high-end stores, on a private tour.