Viera Macikova, winner of Fashions on The Front Lawn in the COVID-affected Melbourne Cup carnival in 2021 and Launceston Cup Lady of the Day in 2019, says that dropping trackside presentations and last year’s $2500 prizes for best dressed at The Everest is a challenge to racewear’s future.
“While this format should appeal to the younger crowd, it may not appeal to the older and more traditional audience,” says Macikova. “It doesn’t allow us to showcase racewear fashion the way it used to be done. There is now a sense of the fashion community being slightly lost.”
The Volte founder Kellie Hush says when it comes to fashion, this year’s Everest is less about tradition and more about pushing boundaries.Credit: Cole Bennetts
Women in wide-brim hats and formal floral dresses might feel out of place in some of The Everest’s new entertainment areas, where the DJ line-up is just as important as the starting gate selection.
“We have created areas for general admission ticket holders, like the Peacock Lounge, where fascinators are not required and women won’t feel left out if they don’t have a designer dress,” Forbes says.
The strategy is working, with tickets for The Everest sold out for the first time. On the first day of ticket sales, 60 per cent of customers were female. Forbes credits the success of group sales of more than 10 tickets – which comprise a quarter of sales – to young people.
“In this economy it’s important for young people to know that they can borrow an outfit or wear sneakers and still be welcome,” Forbes says.
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