‘A dress that says take my photo’: How to crack the winning Brownlow formula

Every September, stylists, WAGs and dress designers try to crack the formula for the ultimate Brownlow Medal gown. In the past, hair extensions, fake tan and flashes of thigh have been thrown into the mix, in desperate attempts to score style goals as memorable as those made by Bec Judd in a backless red gown in 2004 and Tania Buckley’s bedazzled whale tail in 2001.

Stylist Alicia Marshall is applying her own equation to Jess Butler, partner of Geelong midfielder Max Holmes, on Monday evening. “Stand-out moments are a combination of couture, confidence, and partner chemistry,” Marshall says.

Jess Butler, with stylist Alicia Marshall and couturier Jason Grech, prepares to accompany partner Max Holmes to the Brownlow Medal.Credit: Wayne Taylor

Melbourne couturier Jason Grech’s approach is slightly simpler. “It’s all about a dress that says ‘take my photo.’”

Last year, Grech achieved that for Butler, creating a dramatic cowl-necked dress with Disney princess sparkle and grown-up sensuality for her Brownlow Medal debut.

“I just put my trust completely in Alicia and Jason’s hands,” says Butler, who works in marketing. “I’m not dressing up like this all the time, so I trust their expertise. This year, we are pushing things even further.”

For Grech, that trust allows him to push his own creative boundaries on a night that’s important for advertising his skills to the industry and future clients.

“The Brownlow is the biggest fashion event on my calendar,” he says. “It’s bigger than the Melbourne Fashion Festival and Melbourne Fashion Week combined.”

Pinning, zipping and stitching women into gowns for 15 Brownlows, stylist Lana Wilkinson has seen the impact of the event go beyond Melbourne.

Margot Robbie in Armani Prive for the London premiere of A Big Bold Beautiful Journey.Credit: Samir Hussein/WireImage

“I’m here in New York, picking up a gown for one of my clients, and so many of the people I’m talking to ask about ‘that football’ event they see on social media,” Wilkinson says. “They’re not asking about the Logies.”

This year, Wilkinson expects the red carpet at Crown Melbourne to run the gamut of Old Hollywood, “with a bit of Audrey Hepburn” to ’90s revival styles.

“The girls who are willing to push it should be paying attention to what Margot Robbie has been wearing,” Wilkinson says, referring to the Australian actor’s recent outings in vintage Thierry Mugler from the designer’s spring 1998 couture collection and body-con Celine.

Stylist Paul Versace, who is working with Annalise Dalins, Alex Pendlebury, Ardu Cubillo and Maddie Antonis, expects to see local designers referencing the work of Schiaparelli and Giorgio Armani.

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Perth stylist Heidi Marie Everett says the WA contingent will look further afield with Ukrainian label Balykina, Taiwan’s Nicole + Felicia and Paris-based Tamara Ralph on her radar.

“Heavy beading, unexpected silhouettes and fluid draping will all be key,” Everett says. “Australian designers such as Oglia-Loro, Madoh and Alin Le’ Kal are likely to draw inspiration from this more sculptural approach.”

While Butler is happy for her Jason Grech gown to capture attention at the event, she is not expecting it to propel her to WAG stardom.

“I’m there as a guest to support my partner. I just want to feel great.”

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