Adelaide’s Vogue Festival has shaken up the fashion scene in Rundle Mall this year, by offering customers an extended new program that was bigger and better than ever.
While the event typically runs for just two days, this year it ran for a total of three, from Thursday October 17, to Saturday October 19; in order to fit in all the fashion, fun and food it had to offer.
Last Friday, the Adelaide Central Plaza kicked off the Vogue Festival celebrations, hosting plenty of in-store activities including pop-up-bars, guest DJs, exclusive offers, make-up master classes and styling tips.
As the festival’s supporting partner, David Jones gave customers the chance to shop like they’ve never shopped before, with two days of styling sessions, Q&A panels and beauty treatments, together with countless promotions for each store in the Adelaide Central Plaza.
Guests were greeted with a complimentary glass of bubbles at the Champagne Bar, sponsored by Moët & Chandon on Level One, then were free to immerse themselves into the various festival offers.
The David Jones’ M.A.C Master Classes, showed shoppers how to turn their favourite day styles into the perfect night look, for when they want to spice things up for a night on the town; also offering some goodie bags of generous makeup samples to take home.
Guests could also indulge in a complimentary LED treatment and goodie bag with Endota Spa, or a free nail buff and polish with Tu Salon.
And don’t worry; the gentlemen were not left out of the action with Bladez the Barber Lounge giveaways and a live complimentary line up or shave.
After 5pm, David Jones offered Q&A Styling sessions hosted by Vogue Australia Fashion and Market Editor, Phillipa Moroney, Senior Beauty and Health Editor, Remy Rippon, and Digital Editor, Danielle Gay.
You could get spring racing ready with Acler designer, Kathryn Forth; or talk party dressing with By Johnny designer, Johnny Schembri.
David Jones also set up an OPI Express Nail Bar, which showcased the new Hello Kitty collection; and provided a photo wall for guests to capture their Vogue Festival experience.
With the Adelaide Central Plaza, guests could also ‘Find the Flamingo’ by downloading the Central Plaza app, find a 3D flamingo in-centre, take a photo and show the concierge to receive an extra free bonus gift.
On top of that, the mall itself supported Gelato Messina’s pop-up truck that was most definitely a crowd favourite. The Piercing Pod by Essential Beauty was guests one-stop-shop for perfectly placed piercings throughout the course of the festival; while Spendless Shoes joined in on the fun, providing shoppers with the opportunity to buy personalised slides with the help of experienced artists.
Presented by Vogue Australia in partnership with Rundle Mall, the City of Adelaide and the South Australian Tourism Commission, The Vogue Festival took over Adelaide’s Rundle Mall, Rundle Street and the East End for a shopping event that was definitely worth attending.
Every fashion parade, pop-up store, street party and live music performance took the city by storm, while exclusive promotions, activities and storewide discounts in the Adelaide Central Plaza were a wonderful success and enjoyed by all.
After a spectacular few days, we now can’t wait to see what next year’s Vogue Festival will have on offer.
Words by Cyndal King