Derby Day: The most stylish race day I’ve seen

STAKES were high, but racegoers showed off a strikingly fashionable finish, in contrast to some of the fiascos of previous years. Australia, I think we’ve got it!

The ghost of former supermodel, Jean Shrimpton, seemed to be hanging over the grey skies of Derby Day in Melbourne.

Ms Shrimpton was the English model who dared to wear a shift dress that was a few centimetres above her knee 50 years ago and the flack she received made pictures of her some of the most

iconic images of a race day ever. Yes, style reigned supreme on Derby Day and what a pleasant surprise that was as opposed to some of the questionable extravaganzas we have seen on previous race days.

It was incredibly refreshing not to see a million streaky tandoori tans or a whole lot of dresses with cutouts in totally inappropriate places, or bandage tops masquerading as dresses, or shoes that would look more appropriate at the beach.

Australia, by George, I think we got it!

After so many years and so many reams of paper and TV commentary and radio stories about the ‘dos and don’ts’ when it comes to ‘what to wear to the races’, I reckon this Derby Day got it right. And that makes me happy.

Sure, there will be a few pictures that will be pulled out of the zillion taken that will appear to debunk this theory, but fashion was the winner on the day and no matter how ordinary the weather was, real race style made up for the weather gloom.

Here are my best dressed celebrities:

Ashley Hart looked sophisticated in florals with creative accessories.

Jessica Gomes was ethereal in Ellery. Picture: Julie Kiriacoudis

The Bachelor contestant Anna Heinrich in a sleek black pantsuit.

Edwina Bartholomew goes for a structural look. Picture: Julie Kiriacoudis

Kate Peck pairs statement sleeves with lace and a bubblegum pink lip.

Serious headwear from Francesca Packer. Picture: Julie Kiriacoudis

Leading men Jordan and Zac Stenmark. Picture: Richard Dobson

Johanna Griggs keeps it simple at the Emirates Marquee.

Julie Bishop looks chic. Picture: Julie Kiriacoudis

Emma Freedman in an LBD with a twist. Picture: Richard Dobson

Made in Chelsea star Millie Mackintosh represents the Brits.

Terry Biviano has it all tied up in the Birdcage.

Daniel MacPherson’s masterclass in how to look good in a suit.

Danielle Spencer shows off the beautiful back of her dress. Picture: Julie Kiriacoudis

Kate Waterhouse shines in all-white at the Mumm Marquee.

Lauren Phillips in an Asilio dress and hat by Viktoria Novak.

OK, with the style triumphs aside, the main thing about the entire spring racing carnival is that it has become one extraordinary way to enhance the profile of mega brands and some not-so-mega brands.

The likes of Lexus, Lavazza, Myer, Emirates, Mumm, Swisse, Yellowglen and James Boags spend hundreds and thousands of dollars to get marketing bang for their buck.

Each concoct a breathtaking marquee — some with three levels that look out onto the racetrack — and there is no expense spared with celebrity chefs and litres and litres and litres of Mumm champagne fuelling the appetites of the VIP guests.

To some, this does sound like an excessively indulgent waste of time, but it certainly doesn’t to the brands or guests involved.

Organisers of each of the designer marquees I went into told me they are incredibly passionate and serious about the successful brand recognition they achieve out of the racing carnival.

Whether via social media posts, traditional media, TV, radio, live streams, magazines and good old word-of-mouth, it is all about brand recognition and brand association. And with the Spring racing carnival, that is what each of them get, and they get it wholeheartedly.

In amongst the madness of marquee-hopping — a common occurrence with the fab 500 who are invited to attend a handful of these designer teepees — there was one thing that I saw that really stuck in my mind.

One major player in mainstream media — we’re talking a person who works on a hugely read print and digital publication — was told he needed to move to the side at the entrance of a marquee in order to let four fashion bloggers ‘in’.

As those who follow my musings know, I am a great supporter of credible bloggers who have a business plan, integrity and a creative approach to their social media strategy. And they know who they are. Just like successful media brands, they have a game plan and they execute it well.

But these four incredibly pretty young girls were basically just chicks about to take pics of themselves looking suitably hysterically happy and amused; load them onto Instagram; get a few likes from their friends (and dare we say, a few ‘bought’ followers so they can up those stats) and like that, suddenly they all think they are Anna Wintour. That was probably the funniest moment of yesterday.

If you dared to look at Instagram yesterday it was a ‘thank you’ haven — yes, me included, as I certainly can’t afford to buy new threads every time I cover an event — but with some of these girls, you wonder what kind of stories they concoct in order to even weasel their way into these marquees, let alone grab a zillion free frocks to showcase on their accounts!

Like life, it is another of those amusing things to watch and if anything, many of them looked so good they certainly helped up the style ante that we saw on Derby day.

Giddy up, let’s hope it continues on Melbourne Cup Day!

What what are your thoughts on trackside style at Derby day? Continue the conversation on Twitter and Instagram @MelissaHoyer.

Originally published as Derby Day: The most stylish race day I’ve seen