Editor's Note: Spinning out of control

Officially I am still waiting to be stimulated by Kevin Rudd. Unofficially I have been doing a little stimulation of my own.

Unfortunately the same cannot be said of many of those present at last week's Rosemount Australian Fashion Week.

While it was always going to be a tough sell, coming as it did right in the thick of a global recession, this year's event lacked the lustre of previous years - in more ways than one.

Yes there was fewer shows scheduled this year, yes there was very little in the way of international star power and yes the collections on the whole were more commercial than in previous incarnations.

But as far as I could see the most disappointing aspect of the five-day show trade show was the fact that very few buyers appeared to be actually placing orders. And very few designers appeared to actually care.

Having taken advantage of the free flights, accommodation and hospitality on offer some of the more candid international 'delegates' admitted spending less more time enjoying the sights of the city and catching up with existing non-RAFW clients than they did attending shows.

Several domestic buyers admitted they had spent their budgets well before the week kicked off and were present in the hope that "something incredible" may just persuade them to find a bit of spare cash.

But the fault doesn't just lie at the feet of the buyers. Some on schedule designers also appeared ambivalent as to whether they acquired any new accounts - provided they got favourable press coverage.

While the appearance of Wayne Cooper's menswear got everyone's hearts a flutter this was a bit of a ruse with the designer conceding he was not looking to wholesale this range having already sewn up an exclusive deal with Myer.

And what exactly what the point of the 'Diet Coca-Cola Little Black Dress Show' other than to offer its sponsor its 20 minutes in the sun and perhaps raise a little money for charity on the side?

While IMG Asia Pacific - and Simon Lock in particular - should be congratulated for the amount of press and media attention they manage to garner for Australian fashion's event of events, the point cannot be overlooked that publicity alone does not pay the bills.

No more was this more in evidence than the hapless designers who despite owing thousands sometimes hundreds of thousands of dollars to suppliers, still managed to cobble together solo shows in the hope some added attention may translate to increased interest in their brands.

If RAFW really is just a publicity love fest, then why not be honest about it? Take away its "trade-only" mantra and throw open the doors to anyone prepared to part with a nominal sum to be part of it? Don't box it as something it's not.

It seems to me the point has been lost as to why the event was founded in the first place. I thought it was to sell clothes. Or am I am missing something?