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Myer launches 'brutal is beautiful' autumn-winter collection at exclusive dinner

Melissa Singer
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 Pompoms, Victorian romance and more black than a tar factory. Welcome to autumn-winter 2017, according to Myer.

At its glamorous season launch on Thursday night in front of 128 guests in the University of Melbourne's renowned brutalist underground car park, 30 models, led by Jennifer Hawkins, showcased 100 looks styled by Michael Azzollini that encapsulated the fusion of gothic, grunge and feminine romanticism leading the trends this season.

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Jennifer Hawkins on life and Myer

The Myer fashion ambassador is celebrating 10 years with the brand and admits she still gets nervous before fashion shows.

Designers Yeojin Bae and Kate Sylvester sent models down the runway in berets and headpieces adorned with pompoms, while Misha Collection favoured fringing for its collection of sleek dresses.

The cavernous space, lit by 128 candles, plunged into darkness before the first of two "fashion moments", led by Hawkins in a revealing Alex Perry gown with draping batwing sleeves and a sexy thigh-high split.

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Hawkins revealed that she had some nerves about the dress before the rehearsal.

"I had done one rehearsal, not in the dress and I was thinking, 'oh no', but it's all OK," she said.

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Hawkins, who has been with Myer for 10 years and is contracted until at least 2018, said she still gets nerves before the twice-yearly show, which has returned to Melbourne after an 18-month absence.

"There's adrenalin pumping through my body, it's such a big event and production ... standing back stage everyone has butterflies," she said.

Hawkins said she loved the contrast between the grungy setting and the feminine looks in the show, which saw skirts and dresses with more ruffles than a Vienetta.

"I do love looking at the Victorian trends coming through with the thicker lace and velvet, but I personally wear distressed denim and that type of more casual [look] ... I'd like to have a go at those trends; it's always nice to step outside the box," she said.

Statement earrings

Hawkins, wearing white sass & bide on the red carpet, was also sporting a pair of earrings by Christie Nicolaides, the newest designer to join the Myer stable.

Nicolaides, who has a huge celebrity following, said that over the past couple of years jewellery has taken a more cental place in the styling of outfits.

"Often women are creating their look around the earrings they purchased, or a crown ... I like this shift and it's a nod to the '80s and '90s glamour era," she said.

Gypsy dreaming

Aje designers Adrian Norris and Edwina Robinson said their collection, which was heavy on denim, leather and a flamenco vibe, was inspired by a trip they took to southern France where it meets Spain, creating a unique fusion of cultures.

Robinson said the "dark and haunting" collection had lots of deep florals, ruffles and leather details, which this season are less biker and more "flounced".

"As retailers we know what sells ... it's amazing to have really creative elements but you have to be grounded by certain things. We always come back to the 'tough feminine'," she said.

Silver is the new gold

Proving that gold has had its time in the sun, Hawkins glided down the runway in the finale to Ave Maria in a platinum gown by Toni Maticevski, whose collection also featured structured dresses with buttery folds in soft pastels.

International designers Jonathan Simkhai and Balmain brought more colour to the occasion, with candy stripes in a rainbow of colours and a deep forest green both featuring in their collections.

Photo gallery
Myer launches its winter 2017 range

Electric feel

Myer also used the event to showcase its retail collaboration with Tesla, which will see the company's electric cars stationed in Myer's Melbourne city store from Friday.

A fleet of black Teslas ferried the models from backstage to their runway posts.

But due to her commitments with Land Rover, Hawkins did not ride in the cars.

"It wasn't a big drama at all. I'm not going to be precious about it," she said.

Inner sanctum

After launching the intimate format with a dinner at Sydney's Barangaroo in 2016, Myer deputy chief executive Daniel Bracken said the choice of venue for the Melbourne event was critical.

He said the longstanding relationship between the Myer family and the university helped secure the impressive space, which was built in the early 1970s.

"We made all the right connections and they could see the benefit to the university," he said.

Guests at the dinner on Thursday included Lindy Klim, The Footy Show's Rebecca Maddern, Myer ambassadors Jodi Anasta and Lauren Phillips, and Carrie Bickmore.

In a first for the store, the two fashion moments were live streamed on Periscope, giving viewers at home a 360-degree view of the runway.

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