Eva Rinaldi Artist: Mulberry celebrates Vogue's Fashion Night Out in Sydney, by Eva Rinaldi

Thursday, September 8, 2011

Mulberry celebrates Vogue's Fashion Night Out in Sydney, by Eva Rinaldi - 8th September 2011

The countryside came to town at Westfield Sydney... it was the Mulberry Autumn Winter 2011 collection, with foxes feathers, woodlands and all manner of wonderful creatures inspiring their newest offerings.

It was a night of fashion, fun, traditional and eclectic English touches, with mojitos, face-painting, cupcakes, prizes and of course, celebs.

If you didn't know, Mulberry is part of Club 21 - an international leader in lifestyle luxury.

The big picture in the industry selling product, and gift bag giveaways are all the rage, but don't expect "discounts" as such. Celebs and the right media buzz push the machine along, and positive reviews are highly sought after. A positive point of difference, such as Mulberry's foxes and friends, helps their campaign stay in the spotlight. Bodyart was used most effectively, and we hear that many of their competitors will give the paint a go at their next big fashion event.

Vogue Australia editor-in-chief Kirstie Clements was delighted about the way the whole event came together.

Vogue's Fashion Night Out is officially supported by the City of Sydney, and saw 600 retailers host in-store shopping events and special offers, including extended trading hours, designer meet and greets, cocktails and live performances.

The free event was open to all members of the public and included stores throughout Pitt Street Mall, Castlereagh St, Elizabeth St, Martin Place, David Jones, Myer and Westfield Sydney.

Big names at the event included Grant Pearce, men’s fashion director Condé Nast Hong Kong, VFNO ambassador Jessica Gomes, Lord Mayor Clover Moore and Westfield group managing director Australia and New Zealand, Robert Jordan.

Vogue Australia even debuted an iPhone application, 'Vogue VIP at VFNO', designed to deliver tips and premium offers on shopping and fashion.

Tonight Mulberry was one of the big stand outs and offered up fab fashion, eclectic English touches, and friends and guests sipped on berry mojitos, doubled with toadstool cupcakes.

Yes fashion insiders, it was the place to be seen and expect many of the night's wares to be the hottest fashions items this season.