Aussie style in London

SYDNEY: Capitalising on the growing reputation of Australia as a credible fashion source, Austrade London will showcase 18 Australian labels at Australian Style in London (OzStyle) next month.
The trade event, now in its second year, will target UK and Irish buyers and agents keen to Timed to fall after Mercedes Australian Fashion Week and just prior to the European selling season - leaving time for agents to take on brands before the season and allowing buyers to see the latest ranges straight off the catwalk - the spring/summer 06/07 collections will be showcased at Australia House on May 17 and 18.
Swimwear company Bond-Eye Traders, jewellery brands DJ & Lane, Loop, Manik Mercian and womenswear labels Theodora & Martha, Nevenka and Anna Thomas are just some of the brands hoping to make their mark at the event.
Already stocked in Austique in London, Sydney-based womenswear designer Laurence Pasquier is hoping to add some more European retailers to her list of accounts.
"I'll be looking to gain an agent or distributor and some media attention from the event and I'm hoping to get some more accounts."
Enlisting the assistance of two specialist UK fashion consultants, PR agency Brower Lewis and agent recruitment service ???????, Austrade's senior business development manager Jemma McCowan said OzStyle is spreading its wings in terms of the retailers Australian brands have approached in the past.
"We are expanding the traditional buying channels to include independent boutiques across the UK. We are also highlighting Ireland as an exciting export destination in its own right. Last year's event saw designers attract immediate orders, media coverage and long-term partnerships with British, Irish and European companies."
Among last year's attendees were key UK and Irish buyers Liberty, Harrods and Brown Thomas, trade bible - fashion business weekly Drapers and international visitors from Italy, Sweden, France and Ireland.