The VRC's Fashions On The Field was instigated in 1962, following initiatives implemented by a VRC sub-committee set up in 1960 to promote the Centenary Cup. The contest formed part of the 'Fashions, Flowers and Favourites' celebration and was an attempt to 'woo more women to the races'.
The competition was launched with the object of 'finding the smartest dressed women at the Carnival within economic restraints' and would-be entrants were enticed with a generous prize pool of goods and cash to the value of almost £7,000. There were initially two categories for ladies' outfits - one for those that had cost no more than £30, and one for those worth more than £50. First Prize was a return sea trip for two to the UK, valued at £1,400.
Fashions on the Field captured the imagination of the public. It was covered extensively in the press of the day and grew rapidly in popularity. Little did the VRC organising committee realise that its new marketing initiative would change the nature of racing forever.
Throughout the 60's, the competition continued to evolve – new sections were added, celebrity judges provided additional glamour and prestige and thanks to the generosity of sponsors, a very rich prize pool was on offer. [Sir] Rupert Steele, Chairman of the Competition Committee and VRC Committeeman at the time, described the contest as 'a very successful promotion both for racing and for fashion'. His views were echoed by Mr Alan Forbes, Chairman of the fashion subcommittee of the Retail Traders' Association, who said 'Fashions on the Field is only in its infancy - it is hoped that the fashion spectacle will be as important as the racing'.
At the same time, this growing emphasis on the social aspects of the Carnival and the increasingly high profile that fashion was assuming was not however, warmly embraced by all members of the racing fraternity. The Herald's Chief Racing writer Jack Elliott soundly criticised the VRC in 1965 for the fact that there was 'too much nonsense at the Melbourne Cup Carnival this year' and called for the Club to give 'more thought to promoting the HORSE.'
In 1965 a new form of controversy came to set all critics’ tongues wagging. Often referred to as the Melbourne Cup Carnival's most famous fashion spectacle - English model Jean Shrimpton, attended the Cup wearing a one-piece shift four inches above the knee, with no hat, gloves or stockings. Despite causing outrage among fashion traditionalists, Shrimpton instantly turned the world fashion spotlight on Flemington. And, when it comes to Spring Racing, it has remained there ever since!
All controversies aside, the 60's saw the introduction of Fashions on the Field – an event that would undergo many changes during its 43-year history, yet ultimately would be embraced as the phenomena it was from the outset, in 1962.
Just as Fashions on the Field was finding its niche, the poor economic climate of the early 70's saw the competition almost fold. As an event so dependent on sponsorship, the final Fashions on the Field contest, as it was known in the 60's, was held in 1971.
However, the concept didn't fizzle entirely. Throughout the 70's, various fashion-related competitions and events were held during the Carnival. In 1972, Fashions on the Field was replaced by the Race Club's Fashion Contest, a competition on Final Day for 'girls who had won contests at race meetings throughout Australia during the year.' In 1972 and 1975-77, the VRC hosted the 'Ten Elegant Ladies' contest while in 1976 the Sun newspaper ran a 'Pick a Fashion Double' competition for the most stylish couple. The decade also saw a number of sponsored 'days' such as the 'Polaroid Photo Finish Stakes', the Bruck Pony Contest (where the prize was a pony or one of 20 pairs of jeans) and in 1979, the MYER Girl of the Day.
1981 saw the re-instatement of the fully fledged 'Fashions on the Field' competition and the 80's proved to be an era of immense prosperity for this event - sponsorship increased, the prize pool expanded, media coverage grew, the calibre of judges & celebrities augmented and contestants flocked to Flemington for the fashions!
The 80's saw the competition open to people in both the public and members' areas and would-be contestants were advised that they could be required to produce invoices and sign statutory declarations verifying the cost of their outfits. The competition was sponsored by Schweppes and Fletcher Jones in the early 80's with a prize pool of more than $20,000 in four categories: outfits costing less than $250; outfits costing between $250 and $500; outfits over $500 and the best-dressed couple.
Two years later MYER became the major sponsor of the event, an occurrence that was to herald the start of a long association. By 1986, the media of the day was describing the competition as Melbourne's now famous 'MYER Fashions on the Field' and event organisers were in the envious but difficult position of turning down offers to judge the contest. MYER held the naming rights to the competition for the next decade, often in conjunction with TAA or Ansett and United Airlines. Celebrity judges and a prize pool of over $30,000 worth of prizes raised the competition's profile and in the three years following MYER’s involvement, the number of entrants quadrupled from 50 a day in each of the two categories to more than 200 per day.
The competition continued to evolve and 1989 saw the elimination of the original price category sections in favour of broader categories. Since then, the competition has featured two or three categories variously known as 'The Open', 'Invitation Only', 'The Fashion Outfit', 'The Complete Hat', 'Young Contemporary Fashion', 'Designer Fashion', 'Classic Racewear', 'Crown Hats', 'Crown Carnivale' and 'Classic Hats'.
With the involvement of MYER and their support sponsors, the Fashions on the Field competition of the 80's began a resurgence to its former 1960's eminence.
From its initial beginnings as a promotional activity to attract more women to the races at Flemington, by the 90's Fashions on the Field had carved a niche for itself in the ritual and pageantry of Australian racing.
The 90's saw the competition was simplified in the late 90's to two sections - Classic Racewear and Classic Hats and a sponsor hand-over in 1993 from MYER to Crown. Crown held the naming rights until 1997 (in association with David Lawrence in 1998) and for the first time the prize pool exceeded $100,000. By the late 90's prizes included a trip for two to Hong Kong, Paris and Tahiti with a $10,000 fashion wardrobe and $5000 in spending money.
The event attracted immense media attention, celebrity judges including Milliner to the Queen – Freddie Fox and a new wave of contestants and with it a new wave of controversies...as the fashion world, designers and milliners alike, began to turn their attention to this fashion phenomena each Spring.
Fashions on the Field at Flemington continues to grow in prestige and stature as it enters the 21st century. The simplified categories of 'Classic Racewear' and the 'Milliners Award' of the 90's remain steadfast, while the successful introduction of a men's competition in 2001, highlighted a new facet to the competition. Contestants and crowd numbers continue to claim records each year and the judging positions are one of the hottest tickets of the Melbourne Cup Carnival.
The 21st century not only saw local and international celebrities as a regular item in the Fashions on the Field enclosure, the event now attracts the attention of the fashion and social media across the globe. As a result of the competition’s popularity, in 2005 the VRC decided to add a new and exciting element to "Fashions on the Field at Flemington" as it is now known. In a 'Fashions on the Field' first, the VRC introduced a National Competition bringing the excitement of the Melbourne Cup Carnival to the rest of Australia. Women from New South Wales, Queensland, South Australia and Western Australia were invited to show off their Women's Classic Racewear finest at mini competitions in the state's capitals. The National Competition culminated with the four state winners taking on the Victorian winner in the National Final on Oaks Day.
In 2006 an exciting new category - the Design Award was created. The design award creates an arena for designers to showcase their Cup Day racewear creations. The Design Award is an exclusive industry-based event, targeting established designers along with some of Australia's innovative young talent.
"Appropriateness for Emirates Melbourne Cup Day" forms part of the judging criteria and with Emirates Melbourne Cup Day outfits traditionally taking on a flamboyant style, allowing entrants to capture the glamour and prestige of the celebration that stops the nation whilst having a bit of fun.
The introduction of the Millinery Award and Design Award is part of the VRC's commitment to addressing the instances of designers and milliners entering models into the regular Women's Classic Racewear competition. The Design Award and Milliners Award will provide designers and milliners with a prestigious platform to showcase their exclusive designs amongst their peers and will ensure the traditional Women's Classic Racewear event remains a competition for everyone.
Fashions on the Field at Flemington is not only an undisputed institution of Melbourne Cup Week and a pinnacle event of the Spring Racing Carnival, it has established its place as Australia's largest and most prestigious outdoor fashion event.
Fashions on the Field has undergone many developments - while categories may have been modified over the years and celebrity judges & sponsors have come and gone, the basic premise of the Fashions on the Field at Flemington competition remains the same – an opportunity for the fashion industry to showcase its wares and for women and now men to indulge in their 'passion for fashion'.
