You could be forgiven for thinking you’d walked on to the set of a 1920s art-deco inspired movie. The air was fraught with anticipation; the standing lights on each side of the hallway cast a warm golden glow over the rich interior of the heritage-listed Brisbane Arcade….

Flanked on one end by a ceiling-high banner and on the other end by a centre-piece reminiscent of a bridal table opulently adorned with an array of white flowers, green foliage, and an assortment of mouth-watering lollies in quaint little lolly jars – the already lavish arcade was, last night, transformed into a set designer’s wet dream.

Photography credit: Red Eclipse PhotographyI was still picking my jaw off the floor when three waiters came out with the final showpiece and laid it on the table for all to admire. Imagine a three foot tall ice sculpture, with a pair of men's shoes also made of ice perched on top of the sculpture and the word Vein engraved into the translucent and gracefully thawing ice….

Welcome to the Vein Wear Cocktail Party. Also known as the launch of the second Vein Wear shoes store in Brisbane.

Marvin Gaye and other crooners set the mood as champagne began to flow and gourmet canapés made the rounds. Skilfully illustrated A4 page flyers providing a brief overview of various Vein Wear design hopefuls and their respective design entries hung neatly on the glass windows...just in case we didn't know what the Vein Wear shoe design competition was all about. I, for one didn’t, so I was very thankful for the flyers.

Photographers clamoured for the best shots, many a curious passer-by stopped to gape in wonderment, though attempts to gatecrash the red-carpet affair were promptly thwarted by elegantly clad hostesses manning the entrance – this was an exclusive event by invitation only. I suddenly felt very important.

That feeling of course, didn’t last long, as the who’s who of Brisbane Fashion industry began to make their entrances. It was almost like being at a fashion show in Paris, their styles were as bold as they were varied from street wear to avant-garde; I suddenly felt insignificant in my drab work getup. Note to self – must remember to wear my best cocktail dress at a fashion launch.

In the space of 10 minutes, the arcade had gone from practically empty save a couple of reporters and photographers to hardly any elbow room. The arcade was now alive and buzzing with excited chatter.

There were appearances by exceptionally tall, skinny, beautiful women whom I could only pray were models (the alternative was just too hard to contemplate for my fragile ego), and whom I’d never seen or heard of but seemed very much at home amidst the Fashion elites of Brisbane as they hugged and air-kissed their way around the arcade.

Chris McCallum on the right, winning design on the centre, Lindsay Bennett his PR agent on the left. Photography credit: Red Eclipse PhotographyAt 7pm, Vein Wear owner and designer Christopher McCallum took centre stage and the official part of the evening began. His speech was short and sweet and surprisingly, didn’t make my eyes glaze over.

Then there was the announcement of the winner of the Vein Wear design competition. Apparently, the competition was a big deal; they had entrants from around the world. Even as far as Turkey. The three finalists were chosen by public votes from Taiwan, Australia, and The States. The award went to Taiwan’s Yu Chih-Chieh who, sadly, couldn’t make the event but his winning design will be sold in the Vein Wear store.

The crowd cheered, signalling the end of the formalities. Then it was back to more cocktails, champagne, wine, and scrumptious canapés. Who knew there was such a thing as risotto balls?

The Vein guys sure know how to throw a party and generate buzz. It was enough to make me Google Vein Wear store as soon as I got home just to see what the fuss was all about.

I’d like to invite Vein Wear's PR agent (if he happens to read this) to dinner with little ol' me so I can pick his brains!  Yes it was that good!

Easily the best two hours of my week.

Special write-up by Foluke Abigail Zrobok

If you loved this: Highlight // Red Eclipse Photography (Photography credit for the Vein Wear launch by Red Eclipse Photography!), Follow The Fashion, Does Fashion Drive Music? Does Music Drive Fashion, Curating and Collecting Fashion by Foluke Abigail Zrobok, BNE Fashion // {Promotions} {A Single Man}, Soul by Juniper Group Show, Mercedes Benz Fashion Festival, Behind the Scenes with Valiant Hire (and their event simulation software), Green Earth Festival // {Sustainability} {Film} {Design} {Art}, Strategies for a Creative Industry Wiki (from Co-Founders of Wikifashion.com), Top Creative Industries QLDers in SOYA 2009