Media Release Spring Racing Carnival September 2012

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Media Release   Spring Racing Carnival   September 2012 Powered By Docstoc

September, 2012

Melbourne Cup celebrates 50 years of ‘Myer Fashions on the Field’
Victorian Spring Racing Carnival (22 September – 25 November 2012) is Australia’s largest sporting and
social event, attracting thousands of visitors and millions of viewers world-wide to celebrate 65 days of
premier horse racing, fashions and non-stop fun.

This year, the fashion frenzy will reach record levels as the carnival celebrates 50 years of Australia’s
largest and most prestigious outdoor fashion event, ‘Myer Fashions on the Field’.

The Spring Carnival officially commences on Saturday 22 September with The Underwood Stakes at
Caulfield and continues for 65 days at 114 race meets from Melbourne’s iconic Flemington racecourse to
around Victoria’s picturesque regions - but it’s the four-day Melbourne Cup Carnival, featuring the
renowned Emirates Melbourne Cup that has the world spotlight shining brightly on Melbourne. The
Melbourne Cup has evolved from a horse race to a 152-year-old social and cultural tradition that literally
brings Australia to a standstill.

While the undisputed heroes of the Spring Racing Carnival are the horses, the accompanying fashion
frenzy that seizes Melbourne during this time is truly spectacular. Melburnians and visitors alike relish the
opportunity to dress in their finest race wear and head to Flemington as the racecourse becomes the place
to see and be seen. In 2011, the Melbourne Cup Carnival’s 355,086 attendees collectively spent AUD
$28.5 million on fashion items.

This year’s Melbourne Cup Carnival will celebrate 50 years of ‘Myer Fashions on the Field’, launched in
1962 as an initiative to woo more women to the races. Today, the Fashions on the Field concept has
evolved and been replicated by race clubs around the world.

Over the years some of the world’s most fashionable people have graced the lawns of Flemington including
Princess Diana, Sarah-Jessica Parker, Philip Treacy, Elizabeth Hurley, Carson Kressley, Stephen Jones,
Kate Bosworth, Jerry Hall, Georgia Jagger, Stevie Nicks, Eva Longoria, Chloe Sevigny, Paris Hilton and
Dita Von Teese.

The first day of the Melbourne Cup Carnival begins with the AAMI Victoria Derby Day on Saturday, 3
November and is said to be the day for racing purists. AAMI Derby Day is considered one of the most
prestigious days of racing in Australasia and features a card of nine group races.

Derby Day fashion calls for classic elegance and is the first opportunity for women to parade their new
outfits. Traditionally, black and white has been the prominent colour scheme for women, while men often
choose to wear a grey morning suit, top hat, peacock vest and pin-stripe pants.

The jewel in the crown of the Melbourne Cup Carnival is Australia's most famous race, the time-honoured
Emirates Melbourne Cup on Tuesday, 6 November, which is always run on the first Tuesday in
November over a distance of 3200m (2 miles) at Flemington racecourse. It is the Southern Hemisphere’s
richest race (A$6.2 million / US$6.65 million) drawing international competition, which the whole of Australia
stops to watch or listen to and more than 100,000 people flock to Flemington Racecourse to be part of the
The Melbourne Cup has gained a huge reputation for fashion with a penchant for drama. It is the day to
make a strong fashion statement with an exotic or outrageous ensemble - hats are essential and so is a
yellow rose on the lapel. This year, fashions are expected to be even more outrageous as the season’s
spring trends allow for clashing prints and bold colours.

Crown Oaks Day on Thursday, 8 November is the third day of the carnival and is regarded as ‘ladies
day’ when women of all ages come together and dress in their most feminine ensemble. This is the time
for cosmetic bloom, romantic looks and delicate fabrics which will play into the other big trend of the
season, pastels, nudes and creams. Be it mothers and daughters, aunts and nieces, sisters, or groups of
girlfriends, Crown Oaks Day is truly a time for women to connect and enjoy the ultimate style day. The
winner of the national competition of Myer Fashions on the Field is announced on Crown Oaks Day,
reinforcing its importance on the fashion calendar. Visitors should remember to wear a pink rose, the
official flower of Crown Oaks Day.

The Melbourne Cup Carnival concludes its festivities with Emirates Stakes Day on Saturday 10
November. The meeting, which features Emirates Stakes Day Fashions on the Field for children, has a
pleasant and relaxed atmosphere and is recognised as the Carnival's "Family Day”.

With this year’s focus definitely on the fashions, visitors will need to arrive in Melbourne with plenty of time
to shop for this season’s perfect look. Shoppers can choose from Melbourne’s well-heeled shopping
precincts in South Yarra or Collins Street, or opt for a Melbourne look and enjoy riffling through the city’s
seductive network of atmospheric laneways where a vibrant community of ‘made in Melbourne’ designers
and craftspeople sell their bespoke creations in boutique stores.

At hat is a necessity and Melbourne has become something of an expert in this field. Internationally-
renowned milliners such as Philip Treacy can be found at the city’s major department stores, or racegoers
can choose one of Melbourne’s own specialist milliners such as Richard Nylon, Melissa Jackson, Kim
Fletcher or Peter Jago - all guaranteed to turn heads.

Whichever the hat and day of choice, visitors have a variety of formats to suit all levels of comfort, from
corporate marquees that span the racecourse, a car boot party in the Members’ Reserved Carparks, a
picnic on the public lawn or fine dining in one of the racecourse’s restaurants and marquee enclosures.

After the official festivities - racegoers can continue the trackside buzz at one of Melbourne’s rooftop,
alfresco and laneway bars in the city. Or end the day on a culinary high with huge choice of cuisines and
styles from fine dining glamorous riverside restaurants to chic laneway cafés and eateries.

Locals will be eager to proffer their tips for many races, particularly the Emirates Melbourne Cup, a race
now part of Australian legend with multiple-winning horses such as Black Cavier and Phar Lap national
heroes. Visitors interested to learn more about Melbourne’s celebrated sporting history can see Phar Lap in
all his muscular glory at the Melbourne Museum, or head along to the National Sports Museum, part of
Melbourne’s city centre sporting precinct.


Media contact: Zoë Shurgold, Tel: +61 3 9653 9814; Email:

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