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.
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.
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.