With Saturday 14 February marking the return of Matamata’s most significant raceday, J Swap Matamata Breeders’ Stakes Day, the occasion also doubles as something of a homecoming for Lulu Wilcox.
Born and bred in Matamata, Lulu is returning to lead the judging panel for the event’s Fashions in the Field — a hotly contested competition proudly supported by local businesses. The stakes are high, with the winner earning the opportunity to represent Matamata at The Ned Prix de Fashion, the national Fashions in the Field final.
Now based in Auckland, Lulu still speaks fondly of her Matamata upbringing.
“I have such lovely memories of school days, riding bikes everywhere, and weekends spent with family and friends,” she says. “It was a very grounded and happy upbringing.”
Growing up in a small town gave Lulu a strong sense of community and the value of hard work — qualities she continues to bring into her professional life today.
A well-known and respected name in styling and racewear circles, Lulu began her fashion journey with a degree in costume design before landing her first major role at MTV Australia. From there, she forged an impressive career of her own, working with leading publications including NZ Woman’s Day and Australian Women’s Weekly as a regular stylist. She’s also behind the looks of many of New Zealand’s most recognisable faces and has more recently expanded into interiors, bringing her signature eye and refined aesthetic to that space as well.
Her love of fashion began early, during her time at Matamata College, where one teacher in particular helped shape her path.
“I was fortunate to have a teacher, Mrs Frew, who really guided and encouraged me,” Lulu says. “She helped me see that creativity could be more than just an interest, and I genuinely believe she played a huge part in guiding me to where I am today. I’m very grateful for that.”
Completing her degree — and securing her first opportunity at MTV — was the moment her career direction truly clicked.
“Until then, I honestly didn’t realise a job like that even existed,” she says. “It was my Auntie Helen who introduced me to that world and opened my eyes to what was possible. That changed everything.”
Lulu’s connection to racing fashion runs deep and is very much a family affair — albeit from a different angle. Her uncle, Dennis Ryan, is one of New Zealand’s pre-eminent racing journalists, a former chair and director of Matamata Racing Club, and a familiar name within the industry.
When it comes to race day style, Lulu believes it’s a category all of its own.
“Race day fashion is special — it’s one of the few occasions where people truly dress with intention and pride,” she says. “There’s tradition, glamour and excitement, but also space for individuality.”
For those hoping to stand out on the day, her advice is simple: “Colour and cohesiveness.”
“When an outfit works as a complete look — from headpiece to shoes — and the colour palette is well thought through, it really stands out.”
Above all, she encourages entrants to dress for themselves. “Choose something that makes you feel confident and comfortable. When you feel good, it shows — and that’s always more powerful than chasing trends.”
Returning to Matamata to judge feels especially meaningful. Lulu describes it as “very full circle.”
“Being able to bring my experience back to Matamata and support a local event is something I’m really proud of,” she says. “Events like this are at the heart of regional towns, and being involved is such a pleasure.”
With her parents still based in Matamata, she says it will always be home — a place she’s proud to return to, and one that shaped the career she brings back with her.
J Swap Matamata Breeders’ Stakes Day will feature over $1 million in stakes for the first time in 2026, elite racing, fashion and hospitality, making it a standout date on the summer calendar. Tickets are on sale now, with the event set to deliver a memorable day of racing, style and community celebration.