Fashion: Mercedes-Benz Fashion Week Australia
IMG have recently announced that Mercedes-Benz Fashion Week Australia will become the first event to host an annual, organised showcase of Resort collections. The global event hosted in Sydney each year will shift from its previous April dates and focus on Spring/Summer collections to May 15 – 21, 2016 with collections centered around Resort.
Jayson Brunsdon knows a thing or two about Fashion Week (both locally and internationally) having been part of MBFWA since its inception in 1996.
The current dates are irrelevant on a global calendar. Consequently the only alternative is to change the date and create a resort season” explains Jayson.
TWAIN spoke with Bianca Gregg, Director OMG Five to get her view.
This is fantastic news for Australian Designers to be supported by Fashion Week to align with international schedules and provide ultimate expansion. This time frame allows designers the space to wholesale both locally and internationally at a greater scale and provide transseasonal ranges that are actually targeting and suitable for the international market where designers can see growth.
I feel international retailers rally support the talent here and being given the opportunity to buy into more of a story that is suitable for their market and represent designers within the boutiques will only assist in our incredibly talent here being globally recognised and inject more volume into businesses.
Time to sell, produce and have a more achievable drop date for brands is everything. This not only helps the growth on a larger scale but also assists in the boutiques receiving the more appropriate drop dates into stores, sell through time and in order to really push a brand before the larger retailers hit sale time. We have such fresh amazing talent here that should be supported and pushed both locally and to our larger industry aboard our shores.
This strategic evolution of MBFWA from 2016 and beyond will support the 20-year history of an industry event that has helped build global brands and places the spotlight on new Australian design talent. The new timing and Resort offering reflects the qualified opinion of Australian fashion industry leaders and the importance of maintaining global relevance for the region’s leading fashion event.
TWAIN are excited for this change and think it’s a historic move for Australian fashion, allowing our designers to be put on a global pedestal.
Resort wear is one of the most sought after collections in retail world – and this move will soon see many more of our home grown talent to be showcased to international buyer and retailers – the success many of them truly deserve.
Bring on 2016!
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