The Fashions on the Field makeover that saved a fan favourite

Melbourne Racing Club \ Style Stakes



Increase in entries


Race-goers took part


Social media impressions


‘Fashions on the Field’ has been a staple of race days for as long as we can all remember. But times have changed since the style-spotting competition first stepped onto the stage more than 50 years ago.

Melbourne Racing Club had seen 
a steady decline in the audience engagement with the competition 
in recent years at the festival, along with a lower number of entries overall. So in 2016, MRC approached Neonormal for an update to their outfit — and fast!


Our insight showed that the disconnect with ‘Fashions on the Field’ was broad and deep-rooted — men and women of every age group told us they found the format 
of the competition dated, intimidating and a little isolating.

After all, it takes a lot to make a person want to leave their friends behind at an event, to parade on a catwalk in front of an audience of judges and other race-goers.

It was clear that ‘Fashions on the Field’ didn’t just need an experience shake-up, it needed an entire rebrand and reinvention.

And so, the ‘Style Stakes’ was born — a personalised fashion shoot experience designed for the digital age, giving everyone a moment to shine — 
from those who prefer to strut their stuff solo, to those who want to share the spotlight with their squad.


Guests began their journey by selecting a favourite entry category from four new options — Lads, Ladies, Millinery or Squad. Once they’d chosen, they made their way to a style station where professional hair stylists and makeup artists were on hand, giving free touch-ups and tutorials, and ensuring our models felt like a million dollars.

Once they were camera-ready, guests were then ushered to a private studio space and treated to a personal shoot with a top fashion photographer. From there they moved to the Edit Suite, where they could select their favourite 
shots — which were sent to them in minutes via text, along with a call to action to share online and get social.

Since the inaugural Style Stakes in 2016, Neonormal has partnered with MRC every year — raising the bar at each racing festival to deliver unrivalled, 
best-on-field brand engagement.

“I can’t believe the amazing results. Well done, Neonormal!”



What we did

  • Strategy
  • Design + Build
  • Events
  • Competition
  • Digital Amplification
  • Sponsorship
  • Influencer Engagement