Big Apple is ripe for the picking
The popularity of Australian designers is gathering pace in New York City where retailers, the fashion press and celebrities are actively promoting Aussie labels.
Since New York Fashion Week (September 9 to 16) where designer Kit Willow made her debut, her Willow label has secured orders from a medley of impressive NYC and other US boutiques.
Meanwhile, the Elizabeth Charles boutique - the only store in NYC to stock solely Australian and New Zealand labels - has reported its strongest season yet, with Aussie labels such as Lover and camilla & marc proving to be top sellers.
The fashion press has been dedicating significant editorial space to Willow, Lover and new kid on the block and MAFW spring/summer 05/06 debutante, Josh Goot.
Elizabeth Charles store manager Rachael Elderfield said Harper's Bazaar featured a simple silver tank top and dress with a razor back by Josh Goot. The store received so many calls from interested customers, it had to ask for the order to be sent early.
"Lover has also received a lot of magazine coverage and is being worn by [singer] Britney Spears and [actress] Kate Hudson. The label is our strongest this season - our customers are drawn to its Victorian style, which is very popular here right now."
Other labels selling well at Elizabeth Charles include camilla & marc, Jayson Brunsdon and NZ labels Zambesi and Helen Cherry.
Kit Willow told Ragtrader she had secured orders from top New York fashion retailers Saks, Barney's, Nordstrom and Zoe since showing her resort 2005 collection, dubbed Psalm 2.119, at fashion week.
The designer, who debuted at MAFW just two years ago, now boasts more than 27 US accounts including Neiman Marcus in Beverly Hills and Fred Segal in Los Angeles.
"The US is our fastest growing export market and that's where we are currently focusing our expansion," said Willow.
"[The label's] fusion of contemporary design and old world antique style is something I am sure New Yorkers associate with their city."
