Rosemount Australian Fashion Week
By RAFW, 05 Sep 2006
Next week, from a brand new home at the spectacular St Kilda Sea Baths in Melbourne, Australian Fashion Week will enter a truly exciting next phase as we continue to drive our industry's future success by embracing all that is new, stylish, and innovative. This event will see the proud introduction of significant new partnerships, innovative new designers, new business opportunities and exciting new horizons for some of the industry's more established designers. For now, allow us to introduce just a taste of the shape of things to come.
We are thrilled to announce that IMG FASHION Asia Pacific and Foster's Australia, Asia & Pacific will celebrate the introduction of an important alliance that will ensure the long term future growth of the Australian fashion industry.
For more than a decade now, Australian Fashion Week has been at the forefront internationally in promoting a creative and sophisticated image of Australia and its fashion designers. Significantly, the wine industry is one of the only other industries which continually places premium Australian brands on the international stage. The introduction of the new long-term Foster's alliance will see one of Australia's best known and respected wine brands, Rosemount, become the naming rights partner of Australian Fashion Week.
Like Australian Fashion Week, Rosemount is a brand built on foundations of quality, creativity and innovation. As one of Australia's leading iconic wine brands, Rosemount has a long and successful history of doing things differently. The brand is about to undergo some significant changes which capture the best of Rosemount from its halcyon days but make the brand relevant for today. We are extremely proud of the fact that two home grown success stories can support each other in such an immediate and compelling way, both benefiting from opening new opportunities within the lifestyle's of their respective consumers globally.
The changes in store for Rosemount will be unveiled over the next six months along side an array of initiatives which will drive and maximise its partnership with Australian Fashion Week. These initiatives are designed to make Australian fashion more accessible to a broader audience. Rosemount Australian Fashion Week's Transeasonal Collections in Melbourne will be the platform from which this significant partnership will be introduced to the media, the fashion industry and liquor industry as well as building the partnership's public and international profile.
The alliance will also see a number of other Foster's brands taking up partnership positions within Rosemount Australian Fashion Week. Further announcements will be made in due course.
In other partnership news, IMG FASHION Asia Pacific are also extremely proud to announce that Domayne and NAB have joined MAC cosmetics, Motorola and Schwarzkopf Professional as Premium Partners of our event. Domayne will be showcasing the latest styles of furniture throughout Rosemount Australian Fashion Week. NAB will roll out a number of initiatives post event with announcements to be made in due course.
Australian Fashion Week has cemented its international reputation as a hunting ground for new and innovative design talent, with some of our previous New Generation participants already leading the international charge - from Akira and Karen Walker, Material Boy and sass & bide, camilla and marc and Tsubi. This season, the event's New Generation and Ready To Wear shows will continue to showcase some of the best emerging designers from throughout Australia and the Asia Pacific region. With designers from all corners of Australia showing alongside those from as far afield as Singapore and India, there are sure to be some great revelations made on the catwalk again this season. Joining them on the catwalk will be fifteen of the Royal Melbourne Institute of Technology's final year fashion students will also present their collections as part of the official schedule.
Alongside the collection show schedule some of our brightest new and established accessories designers will present their collections in our exclusive boutique exhibition space, The Source @ RAFW. Positioned in the centre of RAFW and in conjunction with the on site Designer Suites, this exhibition will present everything from incredible shoes by BelleBika, world class luxury travel goods by Spencer Rutherford, through to amazing jewellery by the likes of Alana Stardust and Rummage. The Designer Suites this season will again feature innovative ready to wear collections from an number of Australian and Asia Pacific designers.
For Toni Maticevski and some of our more established designers, this seasons event will be a launch pad for exciting new horizons. After several years as one of our industry's most recognized and acclaimed designers, Toni will open Rosemount Australian Fashion Week with a preview of the collection he will later showcase on the runway at IMG's Olympus Fashion Week in New York. Selected from a huge field of designers to take out a coveted spot in the UPS tent at Bryant Park, Toni will join other Australians designers, Willow and sass & bide, on New York's official schedule. IMG are thrilled to be able to support Toni on an international scale, both here in Australia and as he embarks on this exciting new adventure in New York.
Gail Sorronda, another of our New Generation success stories, will return from a six month stint in Paris to show as part of RAFW's official schedule before returning to Europe and Tina Kalivas will also join us in Melbourne before taking her collection to London. IMG FASHION Asia Pacific is proud that our event is able to continue to uncover and support Australian and Asia Pacific design talent that is truly world class.
New Business Oppportunities
Following extensive industry consultation recognising the demand for wholesale collections to be shown to department store and boutique buyers earlier to ensure maximum commercial outcomes for the event's participating designers, this year's event will take place in the first week of September for the very first time. RAFW will still maintain an exclusive time slot positioning Melbourne on the international fashion week circuit. In an unprecedented move, the new dates will see the event as a prelude to the northern hemisphere Spring Summer Collections that begin on 8 September in New York.
More than 100 international representatives have registered to attend the event including a mix of regular attendees and new buyers keen to find the next new talent. Regular attendees of RAFW include Far Eastern Department Stores, Corner_391 and Chalk (Taiwan), Felt (Singapore), Aria, Verranda Young and Lynn Woods Studio (NZ), and Playground Store (Thailand).
Having experienced success with the brands picked up in Sydney in April, Boutiqueye, representing stores in London, Paris, Berlin, Milan, South Africa, New York, Dubai and Saudi Arabia, owner Karen Harries is keen to see what RAFW's first Transeasonal 2007 Collections has to offer this season. Likewise, Middle Eastern retailers and wholesalers, Aesthetics, are returning to Australia following a successful Spring Summer season looking for product for their Middle Eastern stores, as well as for Group Aesthetics - their new company that is working on building flagship stores and working in "store in store" formats in New Delhi. Competing with the international buyers for their share of sales will be a significant delegation of domestic buyers from David Jones, Myer, and several high-end Australian retailers.
Austrade continues its support of Rosemount Australian Fashion Week by assisting a number of international buyers to attend Melbourne, and providing ongoing support to buyers and designers post event.
New Fashion Focus For Melbourne
RAFW will now coexist with two other exciting fashion events that will be held concurrently, making Melbourne the national and international focus of fashion in the first week of September.
TAXI Design Network supports the transeasonal collections at the Australian Fashion Week.
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