Melbourne Fashion Week (M/FW) has teamed up with the Australian Open to launch a free runway activation at City Square later this month.
The AO Edit runway is being presented by the Australian Open and styled by Jade Leung, showcasing on-court styles.
Set to launch at 6pm on October 24, the AO Edit will give an early look at AO27, including Tennis Australia’s premium lifestyle range alongside AO partners New Balance, and a first preview of the Boss ballkids.
The AO Edit, presented by the Australian Open, will round out a full day of M/FW runways at City Square, following Street Style at 2 pm and After Hours at 4 pm – both of which spotlight an all-Melbourne lineup of designers and retailers.
M/FW runs from Monday, October 19 to Sunday, October 25, covering a city-wide program of more than 100 free and ticketed events and sessions featuring over 300 designers and retailers. The full program can be viewed at the M/FW website.
"The AO Edit brings together two of Melbourne's most iconic events, giving audiences an exclusive first look at Australian Open style while celebrating the city's reputation as Australia's sporting and fashion capital,” Lord Mayor Nick Reece said.
Tourism and Events portfolio head councillor Mark Scott added that M/FW brings more than 100,000 people into the city every year, and his hoping to see this number grow.
Meanwhile, Tennis Australia merchandise and licensing manager, Billie Spence, called the collaboration a natural fit.
"The runway will highlight how fashion has become an integral part of major sporting events and showcase the creativity, innovation and style that sit at the heart of the Australian Open brand,” Spence said.