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The AFL has issued a blunt warning ahead of this year's Brownlow Medal telling guests the night is not about gowns, glamour or the hottest girlfriends but about the game's highest individual honour.
Which could be bad news for the likes of Tammy Hembrow, who is widely tipped to attend the ceremony as the partner of Geelong midfielder Bailey Smith.
The Brownlow Medal, to be held at Crown Melbourne on September 22, has long been considered both a football award and a fashion extravaganza.
For years the red carpet arrivals have rivalled the count itself with wives and girlfriends of stars commanding headlines in couture creations that often take months of preparation.
The event has even been dubbed the Gownlow as stylists, designers and influencers have turned the night into a runway.
League insiders have now put their foot down saying the spectacle has tipped too far.
Bailey Smith's relationship with Tammy Hembrow has added another layer of intrigue to the Brownlow's sporting and celebrity mix
AFL insiders warn Brownlow guests the ceremony is about football's fairest and best, not a runway competition of glamorous partners
'The Brownlow is who is the fairest and best player in the competition as opposed to who has the hottest girlfriend,' one AFL figure told News Corp.
Guest lists have been tightened with some well known red carpet regulars missing out in favour of players in genuine contention for votes or past winners.
The warning comes as this year's medal count shapes as one of the most dramatic in recent memory.
ESPN's respected Brownlow predictor has three stars locked on 29 votes each after 24 rounds.
Collingwood's Nick Daicos, Geelong recruit Bailey Smith and Gold Coast midfielder Noah Anderson are dead level at the top of the leaderboard.
Adelaide captain Jordan Dawson sits just behind on 27 with Bulldogs skipper Marcus Bontempelli close on 24.
Geelong's Max Holmes, Port Adelaide's Zak Butters and Suns bull Matt Rowell are also looming as potential late bolters.
Bailey Smith remains firmly in the hunt as well, and could attend the ceremony with new flame Tammy Hembrow.
The Brownlow Medal red carpet has been nicknamed the Gownlow as WAGs and stylists steal the spotlight. Pictured is Jack Ginnivan of the Hawthorn Hawks and partner Lily Mitchell
League bosses have tightened guest lists ensuring only genuine vote contenders and past winners will be seated. Pictured, Collingwood's Josh Daicos and partner Annalise Dalins
The Brownlow remains the AFL's most prestigious award, awarded since 1924 to the fairest and best player each season. Pictured: Demons star Christian Petracca with partner Bella Beische
The couple have stepped out together on a string of dates, confirming the romance that had been rumoured for weeks.
The pair were spotted at a cosy Melbourne dinner and enjoying a relaxed outing on the Gold Coast.
Hembrow has since described Smith as a sweet and genuine guy, sparking talk the couple could make their red carpet debut at this year's Brownlow Medal.
The Brownlow Medal has been the AFL's most prestigious award since 1924 when Geelong's Edward Carji Greeves became the first winner.
Votes are awarded by umpires after each game and kept secret until the ceremony.
Any player suspended during the season is automatically ruled ineligible keeping the focus on the 'fairest and best'.
While the glamour will still be part of the night the AFL is determined to shift the spotlight back to football.
In recent years fashion choices from the likes of Paris Bishop, Alex Pendlebury and Bella Petracca have gone viral across the country.
Bishop stunned last year in a rose pink gown made of metal that drew headlines nationwide but her absence this year is guaranteed after Essendon partner Sam Durham was suspended and left out of the count.
