Officials Cooper Kupp I Love Sam Darnold Shirt
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Australia’s fashion and textile sector currently contributes AU $28 billion to the economy, exports over AU $7.2 billion annually (more than wine and beer combined) and employs 500,000 people (more than mining and utilities combined). Women make up 77 per cent of the workforce. Hush is confident that, with targeted support like that of AFW, the sector can grow to AU $38 billion over the next decade. “An industry-focused AFW is a very important part of this projected growth,” she says. This is the first time in AFW’s 30-year history that the event has been not-for-profit. Whereas past iterations veered towards a focus on making money — not always with designers’ best interests at heart — this year’s event is squarely focused on platforming Australian talent. “The schedule this year features brands that are ready to wholesale as we want buyers to be at a show and know that they can invest in what they are seeing — which wasn’t always the case in the past,” Hush says.Officials Cooper Kupp I Love Sam Darnold Shirt
To get more brands on board, with the help of Robyn Catinella, founder and managing director of PR firm Catinella, organisers put together a group show titled The Frontiers, featuring Amy Lawrance, Courtney Zheng, Common Hours, Esse, Matin, Wynn Hamlyn and Paris Georgia — all brands Catinella believes have scope to sell internationally. Because it’s a group show, costs including production and models are covered by AFW, lowering the barrier to entry for designers who otherwise might not have shown this week. AFW is an essential launch pad for emerging designers — but showing on-schedule is expensive. Many are deciding whether to stay or go abroad. “Group shows have traditionally struggled with perceptions of being overly commercial or lacking refinement or commercial viability,” Catinella acknowledges. “We saw an opportunity to shift that narrative and not only offset the high costs of showing at fashion week, but present a curated, elevated experience that celebrates individuality over uniformity.” She’s confident that it will be a win for AFW’s renewed focus on wholesale and international exposure. “Commercially, the model’s efficiency is compelling: presenting the region’s leading talent in a single, well-considered setting captures the attention of time-poor international buyers and press,” she says. Zheng hopes that the international focus will attract the attention of global press and buyers ahead of international showings in Paris in June.
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