By Martin Vedris
SYDNEY: Electrolux’s head office at Mascot was turned from an office setting and showcase of the company’s appliances to a fashion catwalk with nearly 300 guests cramming in on 9 September to get a first look at Alex Perry’s 2009 Winter Collection.
The catwalk stretched the length of level one of the building and attracted an array of high profile guests, media and fashion buyers and A-list celebrities.
“I’ve had my eye on this space for a while,” said Perry, who is the Electrolux brand ambassador for the company’s garment care range.
“As it’s a new venue for us, we had to think carefully about the lighting, sound and logistics. I’m extremely pleased with the outcome, the atmosphere was great and nearly 300 guests attended,” he said.
The catwalk ended up being one of the longer runways in fashion, with models walking almost the entire length of the showroom in designer outfits and heels. For the fashion savvy, the collection included a number of midnight blue suits, classic black dresses, prints with bold block colours and structured cocktail dresses in rich tones.
Celebrity guests included Lady Sonia McMahon, Joh Bailey, Sophie Faulkner, Annalise Seubert and Kerri-Anne Kennerly.
“This is among the first of many high profile events that our new head office is bound to attract,” said Electrolux group brand marketing manager, Sandra Camden-Bermingham. “It was fantastic to see a completely different type of event working so successfully. It’s a great space and I think those from Electrolux who managed to make the preview — or who attended the actual show — were all proud to be part of Electrolux.”