Melbourne is oft described as the sporting capital of the world and the moniker was again trotted out as sports luxe looks took to the runways of Spring Fashion Week on Wednesday.
For the first time, sporting brand behemoth Nike put on a live runway show in Melbourne Spring Fashion Week at the CIty Square Hub to celebrate the first anniversary of Nike Tech Pack - a new apparel range, a hybrid of pretty exercise and street wear, launched in August 2013.
MSFW runway: Lululemon's athletic aesthetic
Lulemon Athletica carries the body fit-and-fab theme with an electric runway show of its spring/summer yoga-inspired clothing range.
Nike has opened, for two weeks only, a futuristic pop-up space in Collins Street to spruik its fashion week wares.
Models sported current Nike Sportswear clothing and footwear, including the Nike Tech Pack collection, and were also styled with designs from Thurley, Livia Arena, Carly Hunter, Michael Lo Sordo, Neo Dia and Matcho Suba.
Australian women's soccer player, the Matilda's Kyah Simon opened the show as Triple J Unearthed Artist of 2013 Remi and Melbourne's own Banoffee teamed to perform the live music track.
VIP guests included fashion blogging queen Nadia Bartel, wife of Geelong Cats player Jimmy Bartel, and former Miss Universe Australia winner Laura Dundovic.
Outfitters to Melbourne's yoga fanatics, Lulemon Athletica carried the body fit-and-fab theme into the early evening with an electric runway show of its spring/summer yoga-inspired clothing range.
The show - divided into three key segments studio, street and cardio - was high sweat and high energy with stunning acrobatics and displays of incredible strength as male and female models performed thigh clenchingly difficult yoga poses, bounced to hip hop beats, performed a dazzling cardio routine, and generally set the Hub alight.
Oh, and they looked fab in the clothes too. It was enough to make any lazy fashion writer dust off the yoga mat.
* MSFW is sponsored by the City of Melbourne and runs to September 7.
Daily designer runways shows will be held at Melbourne Town Hall and free daily runways will be held at the MSFW Hub in City Square, including a full day dedicated to men's collections.
All ready-to-wear collections featured during MSFW can be purchased from the city's retailers, a move designed to deliver a boost to the local retail economy.