If you're looking to try to make a splash into the online fashion world, you might as well play the celebrity - model card, and throw a party.
That's exactly what ASOS, Isabel Lucas and Gracie Otto did tonight at Eveleigh's CarriageWorks.
The night may have been just a touch short of star power, but not on drinks, and no, media didn't drink or party either... just for the record.
The ASOS tagline is 'Discover Fashion Online', but we highly suspect the target audience already has. Obviously, ASOS will want as much of the online purchasing action as possible.
Blurb from the ASOS marketing team says of their online wares firm "ASOS is a global online fashion and beauty retailer and offers over 50,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewellery and beauty with approximately 1,500 new product lines being introduced each week.
Aimed at fashion forward 16-34 year olds globally, ASOS attracts over 13 million unique visitors a month and as at 30 June 2011 had 5.8 million registered users and 3.5 million active customers from 160 countries (defined as having shopped in the last 12 months)."
Apparently for some of the celebrities present one of the night's highlights was "friendly media".
A well known celebrity was overheard chatting to a photographer "You guys are so friendly tonight. It must be the friendly media night without those couple of other pap scoundrels. You look fab, but I must have a word to the powers at be at ASOS and get you a very special deal on some of the fashion items being promoted tonight".
So, there you go. Another fashion press night in 'Sin City' Sydney. It's going to be interesting to see how their next round of online sales go, and if it bears anything to tonight's turn up, it should be decent.
Eva Rinaldi Photography Flickr
Eva Rinaldi Photography