Melbourne Cup 2014: Fashions on the Field launches at Flemington racecourse

Nikki Phillips, dressed in white, Rebeccah Panozza and Kris Smith were at the launch Photo: Eddie Jim

If there were any doubt, a single glimmer of misapprehension, that the true heart of spring fashion was anywhere but Flemington Racecourse, then consider this: during three days of the nation's premier racing carnival, almost half a million dollars in prizes will be shelled out to stylish women and (to a lesser extent) men and children as part of the Myer Fashions on the Field contest.

More than $400,000 is up for grabs, for simply displaying a unique sense of style, excellent grooming skills and deportment.

Up to $400,000 is up for grabs for the fashion conscious during the Cup carnival. Photo: Eddie Jim

In comparison, 24 horse owners, trainers, connections and jockeys - and all the associated costs of horseflesh - will battle it out for a $6 million purse, in what is internationally recognised as one of the hardest races to win in the world.

The women have it by a nose, by our reckoning.

The 2014 Myer Fashions on the Field was officially launched - one in a seemingly unending series of launches associated with spring racing taking place this week - among the roses (both human and floral) at the track with much anticipation and hype.

Nikki Phillips will host the Fashions on the Field contest. Photo: Eddie Jim

Myer ambassador, the impossibly photogenic Kris Smith - Danni Minogue's ex and father to her son - and designer Dom Bagnato brought a pleasingly masculine touch to the event and the duo gave a quick spiel on the do's and don't for chaps at the track: no white shoes, no sunglasses on the head, dress for the weather and wear a waistcoat!

Model and television presenter Nikki Phillips, drop dead in a bonded scuba white and metallic appliqué sheath by Johnny, joined forces with UK designer Jeff Banks in a comically but very good- naturedly mismatch height pairing.

The pair will host each day of the Fashions on the Field competition, which will culminate in the naming of the national finalists on Crown Oaks Day on November 6.

The Fashion on the Fields winner will be announced on Oaks Day. Photo: Eddie Jim

Acclaimed UK fashion illustrator Erin Petson, who has worked for the House of Dior and Diane Von Furstenburg, among many, many more impressive couture names, unveiled four hand-painted illustrations that encapsulate her artistic interpretation of key racewear fashion looks from the Myer SS15 collection, featuring creations by Alex Perry, Aurelio Costarella, Yeojin Bae and Jayson Brunsdon.

Melbourne milliner and all-round wonderfully outrageous personality Kerrie Stanley said she was 'sleep deprived, working around the clock but feeling fabulous.'

Asked to impart a few tips on current trends, Stanley replied:

'First things first. Fascinator is a dirty word. Let's call them headpieces,' she said.

'If you are wearing a hat and the brim is bigger than your shoulders, you risk looking like a mushroom. Keep it smallish and proportional unless you are in the direct sunlight all day then a big hat is great.

'Keep your hair immaculate.'

Stanley said she couldn't overstate the importance of Melbourne's three spring racing carnivals to local and national milliners.

'Without the Melbourne Cup, in particular, I'd be out of business,' she said.

The first Fashions on the Field was held in 1962 but it was not until 1965 and the advent of Jean Shrimpton and that dress that the eyes of the race wear fashion world turned to Flemington and have stayed there ever since.

Myer Fashions on the Field interstate finalists, who are required to wear the exact same outfits that won them their home final, will compete with the eventual Victorian winner (drawn from the three finalists of Melbourne Cup, Derby and Oaks Day competitions) in the National Final on Crown Oaks Day for a share of the more than $400,000 in prizes.

This year's panel of judges include model Jennifer Hawkins, Marie Claire editor Jackie Frank and designer Lisa Ho.

SPRING RACING SELFIE COMPETITION Send us a racing fashion selfie and you could win a luxury hamper worth more than $200. Email, tweet, text or upload a selfie of your finest or funniest race day outfit and we'll include it on our spring racing selfie fashion gallery, which will be added to throughout the Melbourne Cup carnival. You can take your selfie trackside, at home or out celebrating with friends. Readers will be able to vote for the outfit they like the best because it is classy, weird, daring or unique. The male and female with the most votes by midnight on Monday 10th November will win a deluxe luxury pamper pack each worth more than $200 from Pamper Hamper Gifts. Include your name, email and contact number and, if you want, a description of your outfit in 25 words or less. You can upload your photo below, email us at scoop@theage.com.au, text us on 0406 843 243 (0406 THE AGE) or send us a tweet @theage

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