The Holiday Collection is unique and the Australian Fashion Week has a strong upward trend

2019 Mercedes-Benz Australian Fashion Week closed on May 18th. More than 90 designer brands from Australia, New Zealand, UK and China presented their latest 2019 vacation with 39 (single or collective) shows. series.

Starting from 2016, Australian Fashion Week has been repositioned, postponing the holding date of Fashion Week until mid-May, and focusing on the Spring and Vacation series to showcase the unique style of Australian Fashion Week for global buyers and media audiences.

According to IMG, the American fashion entertainment company organized by Australian Fashion Week, the attendance rate of buyers at Australian Fashion Week increased by 51% from 2016 to 2017.

Lisa Aiken, fashion director of the UK's luxury e-commerce giant Net-a-porter, said: “Other fashion weeks rarely show a separate resort series. Focusing on the holiday series has enabled Australian Fashion Week to show its unique status in many international fashion weeks. Before 2016, the time between Australian Fashion Week and Paris Fashion Week was too tight, and many retailers' OTB was almost used up in Paris Fashion Week."

In addition to Net-a-porter, other retailers participating in Australian Fashion Week include: Harvey Nichols, Selfridges, Browns, Saks Fifth Avenue, Lane Crawford ( Lane Crawford), Shopbop, Matchesfashion.com and Al Tayer Group, and seven Retailers participating in Australian Fashion Week for the first time: Hudson's Bay, Debenhams UK, Opening Ceremony, Isetan Japan (Isetan Japan), Harvey Nichols Doha, Outnet and Asos.

In addition, at the Australian Fashion Week site, there is also a showroom, The Suites, where a total of 35 brands make reservations.

At the opening show of this fashion week, British luxury electronics retailer Matchesfashion.com and New Zealand designer Emilia Wickstead from London launched the ready-to-buy summer capsule series, which is only available at Matchesfashion.com. The collection includes miniskirts, maxi skirts, shorts, sportswear and the first swimsuit launched by Emilia Wickstead.

This is the third time that Emilia Wickstead has worked with retailers to launch the capsule series in less than a year. The two former retailers were Net-a-porter and Bodyism.

Emilia Wickstead said: "Now the fashion market is very saturated, so launching additional series or capsule series is very exciting. They can show designers different ideas and continue to provide consumers with new information about the brand."

Natalie Kingham, Director of Fashion and Sourcing at Matchesfashion.com, said: “Australia is one of the top five markets for Matchesfashion.com. Australian Fashion Week is currently attracting the interest of many international retailers, buyers and consumers. Our London store has received British consumers' phones, they have already seen these products online and are interested in learning more.”

Natalie Kingham summed up this season's trend according to the brand participating in the Australian Fashion Week: “The soft floral motifs we saw in the 2018 early autumn series of Brock Collection and Gucci brands were in Lee Mathews and Emilia Wickstead. Continuation of the brand. In addition, the headdress is also a major new trend."

Lisa Aiken explains: “In the past three quarters, sales of skirts and dresses at Net-a-porter have been 50% higher than before. For example, the minimalist dresses and skirts of brands such as Albus Lumen and Lee Mathews became Australia The highlight of Fashion Week. On the other hand, the Double Rainbouu brand has a lot of very feminine or very bohemian beachwear."

Kelsey Lyle, fashion director of American luxury department store Saks Fifth Avenue, believes that the Australian Fashion Week brand activities are very rich. In particular, they pointed out that Camilla and Marc, Albus Lumen, Double Rainbouu, Romance Was Born and Christopher Esber were extremely successful.

On the one hand, some international department store buyers want to see some of the well-known Australian local brands, such as Ellery and Zimmermann, during this Australian Fashion Week. On the other hand, Brigid Andrews, Sales Director of the famous American designer brand and fashion buyer Open Ceremony, said that Opening Ceremony has sent a representative for the first time this year to recruit new talents at Australian Fashion Week. He specifically mentioned the emerging brand Gillian Garde and Chris Ran Lin.

Brigid Andrews said: "This is a research mission that lets us know what's happening in Australia? What's new? What's popular?" He also revealed that Opening Ceremony co-founders Carol Lim and Humberto Leon will choose Australia or New Zealand to publish them The iconic country of the year series. Brigid Andrews named the three brands Double Rainbouu, Lee Mathews and Macgraw.

According to Alana Pallister, founder of I.Am.Gia, the brand broadcast live on the official Instagram account, attracting 65,000 viewers. In addition, Vogue Australia also broadcasted this show on Instagram.

Although Alana Pallister said that the fashion show is more like a campaign to increase I.Am.Gia’s fan connections worldwide, it’s not about increasing the brand's wholesale business. But she also raised the price of the brand's products under $200 to about $303 and started business negotiations with multinational retailers.

Lisa Aiken said: “Consumers can find what they like on Instagram. This is great. I believe there will be more and more brands that will choose to promote on Instagram in the future.”

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