Myer Fashions on the Field will enter the digital age this year, with a photo-based competition set to revolutionise the initiative.
Fashion photographers will capture well-dressed contestants at events in New South Wales, Queensland, South Australia, Tasmania and Western Australia.
The top ten from each state to be published on a specially curated new website.
As well as sharing a selection of the beautiful images captured from each raceday, the site will be a hub for all things racewear and provide fashion inspiration for all Fashions on the Field enthusiasts, worldwide.
A line-up of expert judges will judge the entries, including Morrison designer Kylie Radford and Myer womenswear category manager Claire Hurley.
The state winners will be flown to Melbourne to compete on the catwalk, alongside the Victorian finalist on Kennedy Oaks Day for the 2018 Myer Fashions on the Field National title.
Myer executive marketing GM Louise Pearson said Myer is thrilled to move into the digital environment.
“Myer has a proud and long standing history as the official naming rights sponsor of the prestigious and world renowned Fashions on the Field competition. There really is no other outdoor fashion competition like it anywhere in the world,” Pearson said.
“Whilst the competition remains strong and the numbers of entrants continues to grow we know we must continue to reinvigorate and modernise the competition to ensure its long term future and encourage a new generation of fashionable racegoers to enter.
"By embracing the digital age and introducing a photo based competition across Australia we remain relevant and believe this change will also encourage a broader audience to enter.”
Each state will have a selected event or raceday where Myer Fashions on the Field photographers will be present to catch street style images of fashionistas.
The photos will then be uploaded to the judging platform and entered into the relevant Myer Fashions on the Field State Competition.
Participants will also receive these photos via a confirmation email and will be able to share them across all their social media platforms.
The website, www.fotf.com.au, will go live in October.