Australian Fashion

Australian brands are similar to haute couture in terms of it not being as popular because it is more expensive than fast fashion, isn’t mass produced and isn’t known to everyone around the world.

Australian designers always want to make it big overseas due to how enormous the market there is, making their brand far better known to thousands and thousands of customers. However due to the amount of brands overseas there is so much competition for Australian designers that only a few have been able to be successful in the overseas market.

To edge their way into America and the UK, Australian designers have a huge focus on trying to get celebrities to wear their designers. This has been extrememly successful for brands including Camilla & Marc, Alex Perry, Toni Maticevski and Willow as shown below.

Designer, Alex Perry believes celebrities can avoid the dreaded “same dress” dilemma by wearing an Australian designer to an event.

“Celebrities can wear whatever they want from any designer on the planet. But when they do wear an Australian designer and go to the effort it’s such a great thing and it shows they are dictating their own style.”

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The Vine – ‘Australian Designers Abroad’, 2010

Melbourne label TV has just announced its first international collaboration, and it’s a big one. The design-duo’s latest collection Nothing But Flowers will be stocked in Topshop, a major account coup if ever there was one. TV aren’t the only label to get the Topshop treatment, the UK high-street mecca also stocks One Teaspoon and swimwear label Jemma Jube. 
 
This news comes right before a London Fashion Week schedule that has a significant Australian presence. Australian based label sass and bide will be showing on schedule, while jeweller and artist Jordan Askill will be having a presentation. Australian-born, London based designer Richard Nicoll is set to be one of the week’s highlight shows, while Ant!podium who are located in London but make much of their Oceanic roots will also be having a show. All of these labels also have significant stockists in the UK, including major department stores like Harvey Nichols, Liberty and Selfridges. 
 
The UK seems to be the most fertile of the major international markets for Australian designers, perhaps because London’s fashion industry has a reputation for being the most unorthodox of the big four fashion cities. This is not to say that there are no Australians doing well elsewhere, however. This year for the first time Miro House (responsible for the seating and smooth running of RAFW) will be holding an Australian showcase in Paris, while Gail Sorronda will be showing in Milan, hot off the heels of a glowing endorsement from Dolce and Gabbana. 

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