Bigger than the Logies: The true worth of a winning Brownlow gown

“The way I justify [the investment] in my mind, not that you have a budget … working on events like the Logies and this has really shown that if it’s the right fit, there’s a direct impact in terms of [Instagram] followers and inquiries,” she says.

During COVID, the Brownlow was held remotely during the 2020 “bubble” season, and last year, only a handful of players attended in each state, with most partners sitting out.

One plus of the pandemic was designers learnt how to do virtual fittings, which has helped De Marco, who gave birth to a daughter, Giselle, 11 weeks ago. Despite the added challenge of motherhood, she’s excited the Brownlow is back.

“During COVID it didn’t feel as special, the impact of the red carpet wasn’t the same,” she says. “The past two years we pared things back. This year, we want to be bigger and better.”

Bourne says she was just 19 at her first Brownlow and has seen the event change dramatically over the five years she has attended, suggesting it’s much kinder than it once was.

“Every year as a community, everyone is growing, in terms of what’s acceptable. There used to be a worst-dressed list, that’s just unacceptable now. Everyone is interested in the gowns but also the sport and the talent that’s there,” she says.

Smith says she advises her clients to try their best to ignore any negative reactions that come through social media and just enjoy the experience. She doesn’t think COVID has dampened the public’s appetite for red carpet events. If anything, she thinks the opposite: the dresses and interest will be bigger than ever.

“There’s always such a mystique and allure of WAGS [wives and girlfriends],” she says, referring to the large aspirational factor. “It’s like you can touch it but you can’t … whereas maybe the Logies still feels very exclusive and far away.”

Stylist Lana Wilkinson often credits the exposure she earned from the Brownlow for “making” her career. On Sunday, she will dress Geelong skipper Joel Selwood’s wife Brit, who is pregnant with their first baby, and former North Melbourne coach Danielle Laidley and her partner, Donna Leckie.

While the gowns are under wraps until Sunday, Wilkinson says ’90s influences are expected to feature strongly. “It’s one of the more fashion-forward red carpets on the calendar … a lot of the women attending have corporate jobs, they’re full-time mums. They’re happy to get dressed up … what we will get is a feast for the eyes. It will still be curated but it will have personality.”

Our coverage of the 2022 Brownlow Medal will kick off with a live blog from 5pm on Sunday, September 18.

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