Behind the Scenes of the Rodd & Gunn x AFL Capsule Collection Launch
WORDS BY NFC STUDENT BELLA BLAKE
As a lifelong Melbourne Demons supporter, being invited to work as Head Dresser for the launch of the new Rodd & Gunn x AFL Capsule Collection was a dream assignment from the moment it landed in my inbox. Combining fashion, football and event production under one roof? It was an opportunity I couldn't wait to be part of.
Over three days, I stepped behind the curtain of a major brand launch, witnessing firsthand how months of planning, styling and production come together in a matter of minutes.
Day One kicked off at Rodd & Gunn's head office for castings and fittings, where the collection stepped off the rack and into reality. Designed to celebrate all eighteen AFL clubs, the limited-edition capsule reimagines supporter-wear through a premium, MCC-ready lens, proving club loyalty can extend far beyond game day.
As Head Dresser, I worked closely with the styling team and models to build, organise and oversee each look. Every Otago jersey, Foresters quarter-zip, and accessory had its place, ensuring that each club was represented by the collection's elevated core.
By day two, the action shifted to Rodd & Gunn's Melbourne flagship on Little Collins Street. The transformation was remarkable. What had served as a wine cellar space hours earlier was reimagined as a runway, complete with illuminated goalposts, turf-lined staging, and a soundtrack waiting to shake the room. The retail floor disappeared, and in its place stood a fashion set with unmistakable AFL DNA.
Backstage, garment racks stretched wall to wall, steamers hissed continuously, and run sheets were clutched tightly between quick changes. Between coordinating wardrobe schedules, managing model line-ups and capturing content, I found myself right in the middle of the coordinated chaos that makes fashion events so addictive.
Then came show night.
As the opening notes of Hear the Rumble echoed through the flagship, layered with live AFL commentary and the pulse of heartbeat sound effects, the atmosphere shifted intensely between red and white strobe lighting. Conversations fell silent. Lights dropped. Eighteen models representing eighteen AFL clubs stood ready backstage in anticipation.
Melbourne Demons, Western Bulldogs and St Kilda opened the runway, setting the tone for a presentation that blurred the boundaries between sport, fashion and culture. Every entrance precise, every transition seamless, the energy raw and electric.
What made the evening particularly compelling was seeing how successful Rodd & Gunn's Footy's Back in Fashion platform came to life. AFL identities, media, influencers and industry insiders packed the venue, while internationally renowned model Montana Cox led the runway. This wasn't simply supporter wear on a catwalk; it was a statement about what contemporary sportswear can be.
And just when the night seemed complete, guests descended into Rodd and Gunn's cellar space. Custom footballs stamped with the Rodd & Gunn logo, an ice wall, caviar, cocktails and canapés set the tone as a live DJ carried the energy long after the final walk. The runway may have ended, but the celebration was only beginning.
Fashion shows may last only minutes; however, the work behind them takes months. Being part of the team that brought the Rodd & Gunn x AFL Capsule Collection to life was intense, rewarding and unforgettable. And as a Melbourne supporter myself, watching my club open the runway was the perfect finale to a night where fashion and football collided under the spotlight.