Aussies credited for NZ success

NATIONAL: New Zealand designers' desire to crack the Australian market is being credited with driving increased interest in the 2006 installment of Air New Zealand Fashion Week (ANZFW).
ANZFW managing director Pieter Stewart last week announced an expanded line-up for the September 18 to 23 event with competition for inclusion so tight organisers were forced to add additional shows to the schedule.
In all 59 designers were chosen to show their autumn/winter 2007 collections across the five days of the event.
High-profile labels including Kate Sylvester, Annah Stretton and Zambesi - all of whom have an extensive presence in the Australian market - were among the 30 designers selected to stage individual shows. The line-up also features ANZFW veterans Trelise Cooper and Karen Walker, both of whom are showing at New York Fashion Week only days before.
The remaining 31 labels to make the cut - including Digitex, Arabesque and Euinton - will show at the trade fair running concurrently with the event.
Speaking at the launch, Stewart said it was clear the decision to stage ANZFW four weeks ahead of its usual schedule had worked well for organisers - despite the fact this put it in direct competition with London Fashion Week.
The decision had been driven by designers wanting the New Zealand shows to capitalise on buying cycles in key markets, particularly Australia, she said.
"We have had more interest than ever before, particularly from the States and Asia. There's a hunger out there for new labels and new ideas and New Zealand designers are reflecting that."
The move has also pleased labels this side of the Tasman with Queensland-based womenswear wholesaler Fanny Lam and Sydney-based distributors International Fashion Group and Mingk among the Aussie contingent due to head to the Auckland-based event.
A large contingent of Australian buyers will also attend with Maria Short, owner of Perth-based womenwear boutique stores More and Jo Griffin, owner of Victorian-based chain Blondies leading the charge.