Milliners Parade

TILT were the official photographer for the Singapore leg of Victoria Racing Club, Melbourne’s annual Emirates Melbourne Cup Tour. Besides showing the Emirates Melbourne Cup Trophy in their tour of countries, there was another purpose in this stop in Singapore. The season, style and fashion of the Milliners.

A little bit of history on the Fashions on the Field. The Victoria Racing Club was first was instigated in 1962. It was an attempt to ‘woo more women to the races’. Through the years, Fashions on the Field has undergone many developments. The basic premise of the Fashions on the Field at Flemington competition remains the same – an opportunity for the fashion industry to showcase its wares and for women and now men to indulge in their ‘passion for fashion’.

Held at St. Regis Hotel, the Milliners Parade proved to be a dazzling display of hats and bags. With the Emirates Singapore Derby happening this weekend, the Milliners Parade provided a sneak preview of how the horse-racing world in Singapore can be in the future!

View the rest of the photos here.

Design Matters: the celebration that stops a nation!

When TILT first came across the tagline “the celebration that stops a nation!”, we were thinking “My God, this is a great tagline!” Its simplicity leaves it linger in your mind, its directness paints you the perfect picture, its simple pun provides the answer to the Melbourne Cup Carnival. We glanced at the tagline and we saw that it has been trademarked! Great move, we should say! Why? We shall leave that to another day.

For related post, read “Why Trademark?”

Now, back to the tagline “the celebration that stops a nation!”. TILT first came across this when we were invited to quote by the Victoria Racing Club, Melbourne. They are on their annual Emirates Melbourne Cup Tour and Singapore is one of their stop this year round. The Emirates Melbourne Cup Tour was developed in 1993 to take ‘the Cup back to the people’ and to provide local communities with an opportunity to experience first hand, the cultural and social significance of the Melbourne Cup, and to celebrate the heroes connected with its rich 146-year history.

To date, the Emirates Melbourne Cup trophy has travelled more than 100,000 kilometres and visited more than 100 regional and metropolitan destinations across Australia and New Zealand, since the first tour was conducted in 2003.

TILT had been handpicked by the Victoria Racing Club to do a photo call for them. We are thrilled that a company in Australia can actually find out about us!