Since the first Melbourne Cup was run in 1861, Flemington has given fashion one of its greatest stages.
Coco Chanel changed the face of women’s fashion in the post-WWI years. Women bob their hair and wear shorter, loose dresses with dropped waists. For the first time, suntans come into fashion. Felt cloche hats, layered beaded necklaces, silk or rayon stockings held up with garters, and high heels are essential flapper accessories.
The Great Depression precipitates a return to a more conservative, ladylike style. Women cheering on Phar Lap are sporting shoulder pads, narrow waists, and matching jacket-and-skirt ensembles that end mid-calf. Gloves are essential wear for day and evening. Red lipstick and red or pink nails are de rigueur, as are thin or pencilled-on eyebrows.
The VRC introduced Fashions on the Field in 1962, with entrants competing across three categories and a Ford Falcon Futura as the grand prize. The competition evolves quickly – new sections, celebrity judges and generous sponsorship build its profile.
In 1965, English model Jean Shrimpton attended the Cup in a shift dress four inches above the knee, with no hat, gloves or stockings. The outrage is immediate – and Flemington makes headlines around the world.
The poor economic climate of the early 70s saw the competition almost fold – the final FOTF contest as known in the 60s was held in 1971. But fashion’s place in the Carnival survives in new forms: the Race Club’s Fashion Contest, the ‘Ten Elegant Ladies’ contest, and the Myer Girl of the Day. Trackside, long flowing maxi dresses, jumpsuits and Farrah Fawcett’s legendary feathered hair define the decade.
Fashions on the Field was reinstated in 1980, and in 1983 Myer became the major sponsor, heralding the start of a long association. Entrants quadruple from 50 a day to more than 200. Celebrity judges, a prize pool of more than $30,000 and growing media coverage cement the competition’s place in the Carnival calendar. Trackside, power dressing reigns: structured shoulders, bold prints.
By the 90s, FOTF had carved a firm niche in the ritual of Australian racing. The competition simplifies to Classic Racewear and Classic Hats, while the prize pool exceeds $100,000 for the first time – including trips to Hong Kong, Paris and Tahiti. Myer returned as sponsor in 1999. In the enclosures, minimalism takes hold, with sleek slip dresses, nude heels and understated tailoring reflecting the era’s pared-back aesthetic.
A men’s competition was launched in 2001, and a national competition followed in 2004 with state finalists flown to Melbourne for the Oaks Day final. In 2005 and 2006, the Design and Millinery Awards were created, giving professional designers and milliners a prestigious platform to showcase their work alongside the open competition. Trackside fashion embraces maximalism – sky-high fascinators, bold colour-blocking and embellished gowns signal a return to unabashed glamour.
In 2010, the competition moved into a two-storey enclosure inspired by fashion runways, offering a more immersive experience for contestants and spectators alike. In 2012 the VRC celebrated the 50th anniversary of FOTF, presenting a trophy to the National Winner. In 2016, the enclosure relocated to Flemington’s The Park. On the fashion front, a high-low approach takes over, investment pieces mixed with high-street finds, custom millinery and a growing appetite for homegrown Australian designers.
When the COVID-19 pandemic gripped the world, the competition pivoted with the Fashions on your Front Lawn competition, uniting fashion lovers virtually. In 2022, the VRC made its most significant structural change in the competition’s history – Best Dressed and Best Suited replaced Women’s and Men’s Racewear, with both categories open to all regardless of gender, invigorating the time-honoured competition for a new generation. The post-pandemic return to racing brought with it a renewed joy in dressing up: bolder, more personal and more creative than ever.
