G.H. Mumm selects Michael Lo Sordo racewear for this year’s Melbourne Cup Carnival
Avant-garde champagne, Maison Mumm today announced it has partnered with trailblazing Australian designer Michael Lo Sordo to reimagine racewear with a one-off custom outfit, in the brand’s recognisable red hue for the Melbourne Cup Carnival.
G.H. Mumm joins the Victoria Racing Club in driving equality and individuality with its inclusive new format for the 60thanniversary of Fashions on the Field, with Lo Sordo set to be a special guest judge.
“I am honoured to be working alongside such a strong brand with heritage and a legacy of success. I was also excited to come together with a collective of Australia’s most creative innovators to bring the luxurious Mumm universe to life in their Birdcage marquee,” Lo Sordo said.
Made for the romantic minimalist and razor-sharp sophisticate, Lo Sordo’s eponymous brand creates staple yet unique ready-to-wear statement pieces that can be innovated one season to the next.
Featured in the latest Bond film No Time To Die, the simple languid lines of Lo Sordo’s 'Alexandra' gown make it the perfect choice for stylish woman that want something modern yet glamorous. It’s no wonder his fans include Margot Robbie, Kim Kardashian, Gigi Hadid, Rita Ora and Nicole Warne.
A master of romanticism and whimsy, Lo Sordo’s design will be an imaginative interpretation of the classic silhouette, the stunning creation to be unveiled at Cup Week’s official media preview.
An international model with strong Melbourne roots will also wear a second Lo Sordo design when they headline the Derby Day guest list for Mumm at its marquee in The Birdcage, inspired by the sophisticated, manicured style of Pleasure Gardens or jardin d'agréments of centuries past. He will also design dresses for Mumm’s special musical guests.
Lo Sordo said he was drawn to the brand’s personality and values of celebration, innovation, and positivity but that he also wanted to reflect his own brand DNA in the outfits he designed.
“The Mumm brand is framed by an inherent self-assured style, which means knowing yourself well enough to express your personal taste, to exude an unconventional elegance and to demonstrate panache in your reinvention of the classics. It’s expressed as both an attitude and a bold graphic style, so I wanted my designs to make a statement and capture this spirit of infectious optimism,” Lo Sordo said.
“The designs are a homage to Mumm’s rich heritage and inspired by the vibrant colours and design of the Mumm Cordon Rouge Sash. The silhouette and accentuated shoulder is inspired by the structure of a rose bush while the touches of silk are reminiscent of a soft petal.”
A trackside experience two years in the making, the double-storey Le Jardin de la Maison Mumm will transport more than 900 guests across the Carnival to the conviviality of the ‘Pleasure Garden’ era with a modern interpretation.
A new-look Mumm Collective, a group of Australia’s passionate innovators across fashion, design, entrepreneurship, artistry and culinary who share the brand’s bold pioneering spirit, will help bring Le Jardin De La Maison Mumm to life and take guests on sensory journey of sumptuous recreation and joie de vivre.
The stylish soirée will offer guests private tastings of the exclusive G.H Mumm RSRV cuvées with matching canapes and live performances. G.H. Mumm’s iconic tap-tap moment will also take place each race day at an ornate garden fountain in the marquee, overlooking the Mumm Garden.
As the official champagne of the Melbourne Cup Carnival for the past 13 years, G.H. Mumm are thrilled to be back trackside with the Victoria Racing Club to celebrate this milestone moment.