The change,effective from July,means that the 60-year-old fashions on the field competition will also be without a naming sponsor. But organisers insist that the competition remains viable and will still include the involvement of major-prize sponsor Lexus,which gifts a car to each of the two main category winners.
Model Jennifer Hawkins became synonymous with Myer’s sponsorship of the Melbourne Cup Carnival in her time as store ambassador.Eddie Jim
In a joint statement,the VRC and Myer announced they would not be renewing their partnership,which has been continuous since 1983. Myer’s chief executive John King said it was a difficult decision to end the sponsorship,but one that “aligns with our ongoing strategic objectives and marketing priorities”. While VRC chief Steve Rosich said the club would soon release more details about the 2023 fashions on the field competition.
Still,the departure of Myer is likely to cause some concerns about the future of the competition,which has attracted high-profile judges,including milliner to the royal family Stephen Jones and model Jerry Hall.
Competitors in the 2022 fashions on the field,which Myer has sponsored since 1983.Getty
Still,some racing-fashion enthusiasts are expected to welcome the end of the partnership,as the unshackling of one of Australia’s biggest events from the department store could spell a win for trackside glamour.
Celebrity judges of fashions on the field have included (from left) Georgia May Jagger,Jerry Hall and Rebecca Judd,pictured at the 2010 Melbourne Cup.Justin McManus
In the past,the contract between the VRC and Myer has meant celebrity guests,like models Jess and Ash Hart,have been obligated to wear Myer designers. By Oaks Day,weary stylists were often left to pick over the handful of remaining outfits considered sufficiently fashion-forward.
Removing Myer from the equation could also mean more Australian designers – from Toni Maticevski to Zimmermann – along with smaller brands,could get a guernsey on a celebrity attending the races,which can translate into money-can’t-buy marketing opportunities.
The departure of Myer is yet another example of lifestyle brands distancing themselves from horse racing,as concerns over issues like the cost-of-living and animal welfare loom large for younger demographics.
For decades,both major Australian department stores had a firm footing in racing. However,David Jones ceased its sponsorship of the Caulfield Cup after 2019. Other fashion brands have seemingly distanced themselves from the sport,removing references to spring racing from their communications and marketing,lest they be “cancelled” by. Some brands have instead directed their sponsorship budgets towards motor racing or tennis,which can attract as much cash and cachet without the same level of controversy.
At the height of their relationship – which included a marquee in the Birdcage,where celebrities like would party across the Melbourne Cup Carnival – Myer’s deal with the VRC was understood to be worth around $2 million a year,according to a source familiar with the contract who was not authorised to speak publicly.
However,since Myer axed the marquee – thought to cost around $1000 per guest,per day – back in 2018,its commitment to the VRC has been much smaller,focusing only on fashions on the field.
Last year,the VRC announced a major change to the fashions on the field format,with the men’s and women’s categories replaced with with the goal of greater gender inclusivity. Racegoers will need to wait and see what other changes may be announced next.
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