Inside the big business of the Brownlow red carpet fashion

Gone are the days when you’d buy a dress off a rack or get ready with a day’s notice. Brownlow red carpet fashion has officially hit the next level, top stylists have declared.

A stylist for the Brownlow – groundbreaking.

If you don’t have one these days it seems you’re behind the times.

Gone are the days when you’d buy a dress off a rack, get ready with a day’s notice or wear a dress as part of a gimmick.

Leading WAGs Rebecca Judd and Jessie Murphy regularly stun during their appearances at the Brownlow. Picture: AAP Image

The Brownlow is big business.

One top Melbourne stylist, Paul Versace from Styled by Bloom, has had at least 20 inquiries for his services this year.

Another top stylist, Lana Wilkinson, has received at least a dozen requests.

“Because of social media, girls watch other events, the Grammys, the Met Gala and they feel the pressure,” Versace said.

Julie Neale, wife of Lachie Neale, attends the 2022 Brownlow Medal. Picture: Getty Images

Jordan Ablett, wife of Gary Ablett stuns on the Brownlow carpet. Picture: AAP Image

“There’s so much expectation to find that perfect dress. It’s the most amount of messages I’ve received and this year I’m doing seven girls. The Brownlow sets the tone for the event season.”

Wilkinson, who is working on her 13th Brownlow, says footy’s night of nights has “gone to another level”.

“I’ve never had so many people asking and it’s not just us, it’s the hairdressers, the make up artists, and we basically take out a whole level at Crown to get our girls ready,’’ she said.

Danielle Laidley and Donna Leckie are seen on the red carpet at the 2022 AFL Brownlow Medal. Picture: Mark Stewart

Kate Lawrence, wife of Sydney star Luke Parker, dazzles on the Brownlow red carpert in 2019. Picture: AAP Image

“That’s the exciting thing is the content, the video, capturing the journey of the whole day and we’ve got to evolve and move with the times because that’s what people want to see.”

Wilkinson’s first Brownlow experience was with Lynette Bolton, wife of former Sydney Swans star Jude Bolton, who wore a gown by Alex Perry.

She has engaged designers such as Marquise Bridal, Jason Grech, Cappellazzo Couture and Oglia-Loro Couture for her ladies including Arlette Jones, partner of Nick Daicos; Emma Hawkins, wife of Geelong forward Tom Hawkins plus Channel 7’s Abbey Gelmi and Abbey Holmes.

Sam Oglialoro said the Brownlow put him on the map after Jessie Murphy stunned in his gown in 2016. Picture: Getty Images

Stylist Paul Versace and designer Sam Oglialoro prepping Tash Hoole, partner of Richmond's Tim Taranto, for the Brownlow. Picture: David Caird

Sam Oglialoro said the event put him on the map when Jessie Murphy, wife of former Carlton captain Marc Murphy, stunned in 2016.

“Brownlow is the fashion event for my brand,’’ he said.

“I don’t think we have anything else that reaches the height of the Brownlow.

“Jessie wearing the pink dress (in 2018), I still get orders for that. She wore a pearl dress of mine in 2016 and that took off — it just gets bigger and bigger.”

Emma Hawkins attends last year’s AFL Brownlow Medal. Picture: Mark Stewart

Versace is looking after Collingwood star Josh Daicos’s partner Annalise Dalins; Charlotte Viney, wife of Melbourne’s Jack Viney, and regular Brownlow stunner Alex Pendlebury who he first dressed in 2018 in a green Jane Hill gown.

Last year Dalins became an overnight sensation when her following doubled after making her debut on the red carpet.

Alex Pendlebury regularly turns heads at the Brownlow. Picture: David Caird

Hairdresser Joey Scandizzo sets up in a villa at Crown and has 23 girls booked in for hair and many at an adjoining make up station.

Some ladies, who wish to remain anonymous, said they’d been offered up to $5,000 by a brand to wear and promote their latest design.

None have admitted to accepting cash but it’s not surprising there are big incentives.

For Georgia Young of Georgia Young Couture, the Brownlow has been a game changer.

Tayla Broad stuns in a structured white number on the carpet. Picture: Getty Images

Lizzie Stock was pretty in pink at the 2022 AFL Brownlow Medal count. Picture: Mark Stewart

This year she is dressing six ladies including Mardi Dangerfield, wife of Cats captain Patrick; Channel 7’s Emma Freedman; Danielle Frawley, fiance of Melbourne’s Angus Brayshaw and Grace Parish, wife of Essendon’s Darcy Parish.

“Our Brownlow work is entirely voluntary, so we really bank on getting that air time and hoping it blows up,’’ Young said.

An expectant Brit Selwood turned heads on the red carpet at the 2022 AFL Brownlow Medal. Picture: Mark Stewart

Indiana Putra, partner of Jeremy Cameron, attends the 2022 Brownlow Medal. Picture: Getty Images

“The biggest change I have noticed is how big of an event it has become.

“Because of this, the fashion is at such a high level. Every designer wants in on that lucrative air time which only pushes the competition higher. I may be biased because I live in Melbourne, but I feel like all of Australia gets home from work, flicks on the TV and tunes into the Brownlow red carpet.”

Nadia Bartel arriving ahead of the 2019 Brownlow Medal at Crown Palladium. Picture: Getty Images

Annalise Dalins, partner of collingwoods Josh Daicos, made a fashion statement at last year’s event. Picture: Mark Stewart

It is correct that the ratings skyrocket for the red carpet coverage on Channel 7.

Years ago when Sarita Holland wore red leather inspired by a Sherrin, or Laura Csortan was turning heads in a dress made from fabric showing AFL Record Grand Final souvenir footy posters, there was interest but not on the scale it is today.

Now guests get ready from 9am to prep for their glam moment.

If you’re not aware of the Brownlow, or looking at the fashion, you’re not up with the times.