Travel retail highlights

A pop-up fashion parade

Melbourne Airport’s Terminal 4 was recently turned into a catwalk as a vibrant fashion show was staged.

The pop-up parade took place on 30 August and was organised in partnership with Melbourne Fashion Week. A pilot dressed in a China Eastern uniform led the catwalk, while two China Eastern cabin crew members walked alongside in the terminal.

The fashion show featured styles and products from leading Australian brands and key retail partners. These included Country Road, Witchery, Sportsgirl, Rip Curl, Sunglass Hut and Peter Alexander brands, along with WHSmith, Mimco, Mecca Cosmetica and Mecca Maxima.

Five different themes for travellers – Executive, The Surfer, Weekend Getaway for Her and Him and The Red Eye – caught the attention of the airport’s domestic passengers. Melbourne Airport also issued a special fashion week edition of its Journey retail guide to coincide with the show.

Melbourne Airport Chief of Retail Rosemary Earner said the runway show highlighted the airport’s retail offer “like never before”. “Travellers got a real kick out of seeing the terminal transform into a runway,” she said. “We hope to deliver more surprises for passengers in future.”

If these surprises are anywhere near as spectacular as the fashion show, then we can’t wait to see them.

Flying the flag for fashion: This video shows how Melbourne Airport took on a new look during Melbourne Fashion Week

In style: A variety of looks were showcased under five different themes [Photos: Melbourne Fashion Week]

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The Moodie Davitt eZine

Issue 267 | 17 September 2019

The Moodie Davitt eZine is published 20 times per year by The Moodie Davitt Report (Moodie International Ltd).

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