She was once the undisputed Queen of the Birdcage – holding court at lavish marquees, winning ‘best dressed’ awards and turning Oaks Day into her own personal runway.
But this year, all the society types are asking: where on earth is Jaimee Belle Kennedy?
For the uninitiated, Jaimee is the wife of James Kennedy, CEO of high-end watch and jewellery empire Kennedy Luxury Group.
A former Nobu waitress, Jaimee now works alongside her husband as the company’s creative advisor and face of the brand.
They are parents to a son, Preston, and a second child, welcomed earlier this year.
Unusually, the high-society couple did not announce the baby’s arrival, despite Jaimee’s previously prolific social media presence.
She was once the undisputed princess of the Birdcage and a fixture of best-dressed lists – but socialite Jaimee Belle Kennedy hasn’t attended the Spring Racing Carnival since 2022
Jaimee, a former Nobu waitress, is married to James Kennedy, CEO of high-end watch and jewellery empire Kennedy Luxury Group. (The couple is pictured in December 2023)
Indeed, we only learned of the baby’s arrival after it was privately confirmed by a lawyer friend of the Kennedys. Jaimee hasn’t said a peep online since February.
Whatever the reason for her retreat from public life, Jaimee’s ongoing absence from public life is being keenly felt as the Spring Racing Carnival gets underway.
Anyone who’s been following trackside fashion in recent years will know that she used to be famous for teasing her racing looks on social media weeks in advance.
When she would finally make her arrival at Flemington Racecourse, she would invariably be a fixture on best-dressed lists in multiple publications.
In 2019, she even justified the headline ‘Meet Australia’s most stylish woman’ – which sounds like hyperbole until you check out some of her truly flawless Cup Day outfits.
Many of her ensembles eschewed modern trends in favour of influences from vintage Hollywood sirens like Grace Kelly, Audrey Hepburn and Jean Harlow.
‘I grew up in dance and I think my love of fashion started there. I have fond memories of wearing costumes and makeup and being able to transform my character. As an adult, fashion allows me to emulate that feeling,’ she previously said.
As we head into the Melbourne Cup Carnival, the big question is whether Jaimee – now a new mother for the second time – will be attending the event with which she has become synonymous.
They are parents to a son, Preston, and a second child welcomed earlier this year. The baby’s arrival was not announced by the society couple on social media. (A pregnant Jaimee is seen at the NGV Gala in Melbourne in December last year)
Whatever the reason for her retreat from public life, Jaimee’s ongoing absence from public life is being keenly felt as the Spring Racing Carnival gets underway. She used to be famous for teasing her racing looks on social media weeks in advance
Daily Mail has uncovered one telling sign that she won’t be making an appearance.
Her long-time hair and makeup artist Sarah Laidlaw – who has primped Jaimee for several high-profile events, including her fairytale wedding in Florence – is in France.
It seems unlikely at this late stage that she’ll be flying back for the Spring Carnival.
Jaimee’s departure from Instagram occurred earlier this year. She ended on a high note, with her final post promoting her appearance on the cover of Harper’s BAZAAR’s March edition.
That photo shoot – inspired by Truman Capote‘s iconic essay ‘A Gathering of Swans’, about the rise of an elite group of stylish and influential women in American high society – saw Jaimee dressed in her signature finery, posing alongside fellow ‘It’ girls Madeline Holtznagel and Kate Waterhouse.
It wasn’t a sudden drop-off. She had begun her gradual retreat from the social radar several years ago, and last attended the Spring Racing Carnival in 2022.
Most recently, she was a no-show at Dolce & Gabbana’s Alta Moda show in July, which she had attended in previous years.
Jaimee once enjoyed quite the reign as a race-day tastemaker, with her flamboyant outfits inspired by vintage Hollywood sirens never failing to earn praise from style critics
One of her most memorable appearances came in 2019 when Jaimee stole the show on Kennedy Oaks Day in a powder blue ensemble by Ralph & Russo (left). That same year, she stunned in a pink Gucci trench-dress and yellow JT Millinery headpiece (right)
Jaimee once enjoyed quite the reign as a race-day tastemaker, with her flamboyant outfits never failing to earn praise from style critics.
One of her most memorable appearances came in 2019 when Jaimee stole the show on Kennedy Oaks Day in a powder blue ensemble by Ralph & Russo.
That same year, she stunned in a pink Gucci trench-dress and yellow JT Millinery headpiece.
The year prior, she wowed in a colourful jewel-toned pantsuit with a plunging neckline by Ralph & Russo, and accessorised with a Nerida Winter headband and Bulgari handbag.
Her starring role in the Birdcage was no coincidence, of course.
The Kennedys were once the toast of Flemington, famously sponsoring Kennedy Oaks Day and hosting a high-end marquee that attracted A-listers, influencers and racing royalty alike.
Jaimee, the face of the event, was known for documenting the season on Instagram.
For a time, there was even talk of Jaimee making a play to become a prominent local influencer – a lucrative space now occupied by the likes of Steph Claire Smith and Tammy Hembrow.
Daily Mail’s Lucy Manly previously reported that Mrs Kennedy travelled to the U.S. in early 2018 to consult with Kim Kardashian‘s media advisor for tips on boosting her social media presence.
But in recent years, the Kennedys’ once-ubiquitous presence on the social scene has faded, with Crown swiping sponsorship rights to both Oaks Day and the former Kennedy Marquee in 2024.
In 2018, she wowed in a colourful jewel-toned pantsuit with a plunging neckline by Ralph & Russo, and accessorised with a Nerida Winter headband and Bulgari handbag.
Insiders are whispering about whether the family’s focus has shifted from fashion to business, or whether Jaimee has simply grown tired of the spectacle
Insiders are whispering about whether the family’s focus has shifted from fashion to business, or whether Jaimee has simply grown tired of the spectacle.
Others speculate that industry pressures could be behind Jaimee’s decision to step back from the spotlight.
The once-untouchable Kennedy empire was rocked in June when it sold the company’s Rolex retail licence to Singapore’s The Hour Glass, handing over four flagship stores in Sydney, Melbourne and Perth for a reported $90million.
While James Kennedy framed the move as ‘strategic deleveraging’, there was inevitably talk of freeing up cash as the luxury watch market shifts and the retailer faces new challenges.
And it wouldn’t be the first time the Kennedys have weathered stormy waters.
Back in 2018, James was forced to halt sales of Patek Philippe in Sydney amid licensing disputes, followed by staff cuts and restructuring.
At about the same time, his company faced a near $6million dispute with Danish brand Bang & Olufsen after a failed partnership.
And more recently, a family legal feud erupted between James, his mother Martha and brother Justin over control of the 50-year-old business.
The court ultimately ruled against James’ attempt to gain full ownership, leaving tensions lingering within one of Melbourne’s most prominent luxury dynasties.
The couple tied the knot in a truly breathtaking destination wedding in Florence, Italy, with guests flying in from around the world to attend the multi-day celebration
Jaimee wore a Ralph & Russo gown rumoured to have cost six figures, plus a matching tiara
Moving their offices from Toorak to Collins Street and giving up some of their most prestigious leases only adds to rumours the Kennedys are tightening their belts.
It’s all a far cry from the halcyon days of 2019 when the couple threw a lavish nuptials said to have cost in the seven figures.
They hosted a truly breathtaking destination wedding in Florence, Italy, with guests flying in from around the world to attend the multi-day celebration.
Jaimee stunned in an extravagant Ralph & Russo gown and a matching tiara.
Her hair and makeup were handled by her trusted friend Sarah Laidlaw, while her bridesmaids wore matching pastel designs for a picture-perfect aesthetic that lit up Instagram at the time.
The reception – held at Kim and Kanye West‘s wedding venue, the Palazzo Corsini – was pure excess: candlelit tables lined with peonies and crystal stemware, a live orchestra, and a fireworks display over the Italian countryside.
Now, as Oaks Day approaches without its unofficial queen, the question remains: has Jaimee Belle Kennedy retreated from the spotlight for good?
When contacted for comment, the Kennedy family said that starting a family had reshaped their priorities, steering them away from race day indulgences.
‘The Kennedys welcomed their second child earlier this year and are absolutely delighted,’ a spokesperson told the Daily Mail.
‘With a young family to care for, they haven’t had the opportunity to be trackside in recent years. They’ve happily traded champagne for nappies but send their best wishes to everyone celebrating the Spring Carnival.’
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