Australian Fashion Week is a spectacle through and through. But it’s not just about the glitz, the glam and the garments strutting down the runway.
With the event’s exclusive nature, the assembly of Sydney’s elite wearing a range of gorgeous to confusing looks is a curiosity to the masses. Now, thanks to a sneaky fashionista on the inside, we know what drama is kicking off.
Of course, the most coveted seats at a fashion show are found in the front row. According to one “gossipy PR” speaking to Daily Mail Australia, there’s a particular face that attendees pull when they realise that they haven’t been assigned a front row seat.
“We call it ‘second row face’,” the PR revealed.
According to columnist Melissa Hoyer who has attended Fashion Week for decades, the seating chart is one of the most fascinating parts of the whole charade.
“The real drama at Fashion Week isn’t the dramatic frocks, but the seating chart,” she says.
“Forget the clothes – the true spectacle unfolds before the first heel hits the catwalk as the top-tier guests take their seats in the front row, and the B- and C-crowd find their place in the second and third rows.”
Melissa says that the front row is comprised of “premium magazine editors, celebs, A-list influencers and VIP buyers with black Amex cards” due to their influence and spending power, but notes that there are always a few surprises amongst them.
What about reality stars?
Over the last few years, there has been an influx of reality stars sitting in the crowd at Australian Fashion Week. For the elite of the fashion world, they’re not always welcome.
“Since the explosion of MAFS as a cultural behemoth, I have seen a swag of ‘brides’ occupy prime seats in the most stylish shows of the week,” Melissa explains.
“Mercifully, few return for a second year, although there are some notable exceptions.”
Other MAFS contestants who have become regulars at Fashion Week are couple Cam Merchant and Jules Robinson and Martha Kalifatidis who has been known as one of MAFS‘ most fashionable brides. However, this season’s Carina Miribile seemed to come for her turf, churning out some sensational looks on and off screen.
As a result, Carina was one of a handful of MAFS 2025 stars to cop an invite to fashion week, alongside Jamie Marinos, Adrian Araouzou, Jacqui Burfoot and Tony Mojanovski.
Rumour has it that Carina was excited to meet Martha, but when she went up to say hello, Martha blanked her. It’s a rough cop because I’d argue that the beautiful, fashion-loving former-MAFS stars might have a lot in common.
“Carina was so excited to meet her, but Martha just ignored her. Carina was upset because she looked up to her,” an insider speaking to Daily Mail Australia said.
While where you sit feels pretty make or break for the big names in attendance, Melissa says it’s just part of the game. Ultimately, it’s pure public relations intended to bring as many eyes to the clothes as possible.
“Of course, the seating plan isn’t personal,” says Melissa.
“In this business, fashion, where you sit says everything about who you are. Trust me, no one ‘accidentally’ ends up in the second row. Nor are they elbowing their way into third.”
Ouchie mama. My heart is too sensitive to cop all of this rejection. Power to everyone in attendance for rocking up and doing their best (in one way, shape for form).
