Coffee is the new black. Of all the headlining trends at Mercedes-Benz Fashion Week Australia, from tribal prints to origami folds, only one stood out for its quaffable qualities. Naturally, that deliciously inky statement came courtesy of Vittoria Coffee, which returned to the Sydney shows this year as the glamour world's favourite beverage.
Vittoria has long partnered with Australia’s leading designers for our Fashion Series, a collection of paper cups arrayed with original prints. This year, we teamed up with five boldfaced names - MacGraw, Rebecca Vallance, We Are Kindred, Manning Cartell and, in a return appearance, Ellery - who each created two vibrant cup designs. The cups will be available at our cafe and restaurant partners from June 20, 2016.
The exuberant collection was unveiled at Carriageworks in Sydney in May, where we set up an espresso bar and four coffee stations, including an Italian-made mobile cart positioned at the entrance. Our elegant espresso bar inside, designed by JP Finsbury and decorated with blooms by The Flower Drum, was a magnet for stylish showgoers. Magazine editors, luminaries, models and digital mavens all stopped by. Home and Away star Pia Miller, TV personalities Carissa Wolford and Ksenija Lukich, and fashion identities Thelma McQuillan and Lindy Klim and were among the patrons.
During the entire week, Vittoria's team of 10 baristas prepared over 10,000 drinks. Our most iconic blend, Oro gold was selected for its smooth taste in milk-based coffees. The catwalk crowd has particular taste in milk (soy lattes and skim cappuccinos were the most requested styles), while some discerning types even selected printed cups that best matched their outfit on the day. In addition, Vittoria offered front-row service before the shows commenced.
As another drawcard, we established a Polaroid Pop Up space, where guests could unwind between shows, snap photos and take home a printed copy or digital version to share on social media. To document the runway theatrics, Vittoria recorded the Manning Cartell and MacGraw runway shows on an interactive 360-degree camera.
Vittoria relishes its role as the official coffee partner of Fashion Week, not least because we believe in the power of reinvention, in trend-setting design and in supporting the local fashion industry.