Talent targets NZ’s largest fashion market

New wave of talent targets New Zealand’s largest fashion market

Just over a decade since New Zealand fashion designs first graced the catwalks of the Asia-Pacific’s largest fashion week, a new contingent of emerging designers will be showcasing their collections at Rosemount Australian Fashion Week (RAFW) in Sydney, supported by New Zealand Trade and Enterprise (NZTE).

Established designer Annah Stretton will be joined by some of New Zealand’s strongest line-up of emerging talent - Cybèle, Beth Ellery, Juliette Hogan, Lonely Hearts Club, Love Lies Bleeding, and Saben at RAFW from 30 April-4 May.

Cybèle and Annah Stretton will show on the catwalk, while the other five will present their collections to buyers and media from a showroom near the fashion week hub, collaborating on securing appointments.

RAFW attracts some of the world’s most significant media, buyers and industry influencers to see more than 100 designers in on-site and off-site collection shows and individual showings. Owned by international fashion, events and sports conglomerate IMG, RAFW is part of a worldwide network of fashion weeks that includes New York Fashion Week.

“Australia is our largest fashion/apparel export market taking $224million (to December 2006) or 71% of our total fashion exports,” says NZTE sector director Creative and Tourism, Dame Cheryll Sotheran.

“A successful presence in Australia is essential for the future growth of the fashion industry as revenue from export sales gives companies the ability to plan further expansion into other markets such as the Asia, Europe or the United States.”

While exporting to Australia is not easy, it is simpler to start there before tackling larger markets, says Dame Cheryll.

The New Zealand contingent this year includes Cybèle Wiren who is presenting a solo designer show following her Australian Fashion Week debut last year. Since then she has appointed an Australian sales agent and has established a keen following.

“After the success of last year's participation, an individual show at RAFW is the ideal way to present my full collection concept. We've been really pleased with our success in the Australian market to date and this is a natural progression and an exciting challenge,” Wiren says.

Annah Stretton, who last year invested in designer Adrian Hailwood’s company, will be showing on the catwalk in Sydney for the first time, though she has the experience of five catwalk shows at New Zealand Fashion Week behind her.

She believes there is a large part of the Australian market untapped for her Annah Stretton label and that buyers attending RAFW are looking for a point of difference.

“Annah Stretton garments are highly feminine and highly desirable, but price is still a factor and I am a realist about that. Many of the boutiques in Australia are buying clothing that is made in Asia, whereas my garments are still 100 percent New Zealand made,” Stretton says.

Auckland designer Beth Ellery says working with other New Zealand designers out of one hotel to streamline the process for buyers is an exciting opportunity and a bit like “fashion camp”. She is already stocked in Sydney and Melbourne and wants to look at stockists in other cities. Juliette Hogan, presenting her :White Lies” collection, is making her first trip to RAFW to see how it all works and build on contacts made after she showed at Air New Zealand Fashion Week last year.

Designers Aimee McFarlane and Helene Morris of Lonely Hearts Club’s are looking to build their presence in Australia with their “The End” summer collection. It is a satirical and humorous story based on Dr Seuss books, in particular the Butter Battle Book and Oh The Places You’ll Go.

Love Lies Bleeding is a newcomer to the fashion scene and is looking to start exporting to Australia and establish contacts with buyers and media.

Sydney-born designer Roanne Jacobson says Saben’s presence in the Australian market is still quite small and now she has built a strong New Zealand base, she is keen to expand that.

ENDS

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