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In March Sportsgirl launched its exciting new range at the 2004 Melbourne Fashion Festival at Melbourne’s hippest new boutique bar, 16 Ellis St, South Yarra in a parade to end all parades. Models shimmied and charlstoned their way down the runway in an explosion of to-die-for pieces that evoked the flappers of the roaring twenties, and forties and fifties-inspired vintage chic, with added entertainment supplied by the Tapdogs.
March also saw the opening of WA’s new flagship store in Hay St with all the fanfare you’ve come to expect from Sportsgirl.
In April Sportsgirl launched the ‘Win a Trip To Milan To Study Fashion Design’ competition, asking members of sportsgirl.com.au to customise their fave Sportsgirl piece for the chance to win an expenses-paid trip to the world’s style capita to study design.
Also launched in conjunction with Cosmopolitan was the Cosmo/Sportsgirl Fashion Workbook, free at Sportsgirl throughout April or as part of May’s edition of Cosmo, and celebrated as the fashion bible for the new season.
In April Sportsgirl was honoured by industry leaders with the ‘Best High Street Brand’ award at the CLEO Maybelline Fashion Awards.
And what a month it was for Sportsgirl in May! Nicky and Paris Hilton jetted over from LA to film an online E-movie and spread the word of a Sportsgirl promotion in the Chapel Street store. Thousand’s of screaming fans lined the streets trying to catch a glimpse of the pair, the press Australia-wide were in a frenzy, Sportsgirl was all over the media and Melbourne police had to close Chapel Street and Toorak Roads! Sportsgirl was on everyone's lips...
Roadshow kept everyone in the Sportsgirl team incredibly busy in June. The sportsgirl.com.au members were busy too – voting for their favourite entry in the “Win a Trip to Milan to Study Fashion Design” competition. Sportsgirl also awarded one lucky member two tickets to see Justin Timberlake at his intimate live concert in Melbourne!
The Grecian look at Sportsgirl took the nation by storm in July, and came at a great time with the Athens’s Olympic Games just around the corner.
August was one of the biggest months on record at Sportsgirl! The launch of the incredibly popular ‘Denim Personalities’ saw almost every girl in Australia at last having an answer to the question: “What kind of a denim day are you having?” With a handy Denim Mini-Mag available free in-store – and a collection of jeans designed for every part of any girl’s life – The Mwah-Mwah, The Frisky, The Glam, The Gorgeous, The Looker, The Cutie, The Darling, The Sunny, The Gambler, The Honey and The Dancer practically walked out the door!
Still on the fashion front, August saw the launch of the Modern Vintage range. Having trawled the greatest vintage markets on a global scale, Sportsgirl found the hottest and very best retro pieces to create a unique look for all. Fifties' frocks, pretty tops, twin-sets, prom dresses and a treasure trove of accessories comprised this perfectly contemporary, yet eclectic Modern Vintage collection.
Sportsgirl made two girls very happy with free tickets, backstage passes and a photo opportunity with Avril Lavinge at Channel [V]’s Sydney studios. And, drum-roll please, the “Win a Shopping Spree in LA with Paris and Nicky Hilton” competition began – one of the biggest and most exciting promotions Sportsgirl has offered to date.
September saw Sportsgirl present the 'CLEO Bachelor Of The Year 2004' awards. For the first time, the public were empowered to vote online for their favourite Bachelor, and it was Sydney-based Jethro Lyons, who was crowned Sportsgirl’s 2004 'Chicks Pick' winner with a Sportsgirl surfboard!
Channel [V]’s Andrew G won the overall 'CLEO Bachelor Of The Year 2004' title and once again the sportsgirl.com.au members won out with 10 lucky girls winning Sportsgirl gift vouchers and VIP tickets to attend the event.
October was all about divine dresses at Sportsgirl, with a range to-die-for in the most beautiful and fresh spring colours and styles. Speaking of spring, Sportsgirl were all over the 2004 Spring Racing Carnival in Melbourne while two very lucky sisters flew off to LA on the trip of a lifetime. They had won the “Win a Shopping Spree with Paris and Nicky Hilton” competition and enjoyed a fashion, fun and celebrity-filled holiday to remember forever.
Sportsgirl introduced November’s “Jet Set Summer” theme in style with a 24 page magazine available in-store and with Cleo or Cosmopolitan mags. The month was jam-packed with edgy Moroccan-inspired fashion, and a swag of giveaways including the chance to win a Jeep in the “Keep Our Jeep” promotion, and double passes to the Big Day Out across Australia. November also saw sportsgirl.com.au ranked 3rd by HITWISE in the Apparel and Accessories category.
In line with the lead up to Australia’s biggest outdoor music festival, the Big Day Out, Sportsgirl in December was all about “Festival Fab”, which featured cool, hippy-deluxe-inspired fashions. The winner of the “Keep Our Jeep” competition was also announced – the astonished QLD girl could not believe her luck!