The VAMFF Rekorderlig Fashion Lounge

When you think of Sweden you think of the likes of Calvin Klein design and heavenly colour palettes (white) that companies like Pure Blonde exploit in their TV advertisements. And plenty of tall, blonde haired, blue-eyed men and women.

That’s pretty much what filled the halls of Atlantic Group [V]’s host of vacant sheds at Central Pier, Docklands for this year’s Virgin Australian Melbourne Fashion Festival – minus the models – in Swedish cider company Rekorderlig’s on site Fashion Lounge this year.

Celebrating fashion, alcohol and the relationship both of these sweet aspects of life share so lovingly, the Rekorderlig Fashion Lounge was a hit with festival goers and corporate types, all who give the consumer event purpose.

The lounge came to life both pre- and post-show, the Rekorderlig Fashion Lounge offering all of the brewery’s sweet ciders, served stylishly alongside placards featuring Swedish fashion blogger Caroline Blomst’s favourite looks from her blog and curated seasonal looks selected by the blogger herself.

Complete with images of Caroline and some sweet sayings on a reel, especially made cocktails sporting gin and a range of other sweet undeniables and a menu to keep even the most surly of food critics at bay, the Rekorderlig Cider Fashion Lounge was second to none in amicable hospitality and entertainment for the sponsors and corporate backers that make the festival happen.

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