Sitting front row at fashion shows can leave a lot to be desired. Unless you are a Hollywood A-lister, guests are often packed in tightly on bleachers-style seating, with nowhere to hide. Which is why the recent Volvo Electric Runway at Melbourne Fashion Week stood out from the pack.
With a fleet of 20 fully electric vehicles lining the runways at the Queen Victoria Market sheds, guests had the chance to watch the entire show from the comfy, chic front seat of a new Volvo EX30 compact SUV.
Organisers claimed this was a fashion world-first, which begs the question: why hasn’t it been done before? In keeping with the brand’s ethos of delivering cutting-edge luxury, the lineup of designers was unified by the elevated dressing sensibility, with refined designs from Atoir, Chris Ran Lin, Par Moi, Godwin Charli, Solid Ochre, Third Form, Wa-Ring, Romy, and Willow on the runway.
For Volvo, the show was the brand’s first foray into partnership with the Australian fashion industry and a chance to showcase its design DNA to the reliably hip, style-conscious, sustainability-curious Melbourne Fashion Week crowd. And Volvo’s fleet of electric cars certainly generated plenty of buzz.
“To be part of such a unique event that used the Volvo EX30 as front row seats was so exciting, and we were proud to see the car strut its stuff on the runway,” said Julie Hutchinson, director of marketing, Volvo Cars Australia.
“The event champions designers whose process and production have a strong sustainable and ethical ethos – values that are shared by Volvo Cars.”
With a masterful merging of the luxury-meets-sustainability ethos, the show effortlessly managed to make a big impression while leaving a small impact. And that’s power dressing, 2024 style.
See more at Volvo.com/au
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