From LA to New York for G'day
Produced by government export body Austrade, the LA and New York offices of the Department of Foreign Affairs, and Trade, Tourism Australia and Qantas Airways, G'day LA has been renamed G'Day USA to reflect the extension of much of its schedule to New York.
Staged from January 11 to 20, the event's fashion runway show will be one key beneficiary of the move; particularly after a timetable clash with the Westfield Nexxus 2007 Ford Supermodel of the World show sparked a partnership with Ford model agency.
Austrade senior trade commissioner in New York David Howard said the alignment would see Australian labels worn by Ford models in a high-profile event equal to gold dust for Australian designers.
"The Ford Supermodel of the World event has a 21-year history in New York and a proven audience well into the thousands," Howard said, adding the city, as home to fashion's key opinion makers including Vogue head Anna Wintour, would place participating labels in the spotlight.
Confirmed runway participants include Kirrily Johnston and Tony Maticevski (NSW), Ruth Tarvydas and Aelkemi by Alvin Fernandez (WA), Gail Sorronda (QLD), Obus by Kylie Zerbst (VIC) and Jo Le Grew (TAS). A number of labels, including Victoria's Flamingo Sands, would participate in a promotional test shoot for the event, while around 500 designers would also feature in a glossy commemorative directory.
The runway, test shoot and directory were supported by strict selection criteria, Howard said.
"There are a lot of designers who want to get into the [US] market but simply haven't done their homework. The ones chosen for G'Day USA all had to be export ready and have their pricing and look books or other supporting material worked out."
With annual two-way merchandise trade between the US and Australia worth more than $41 billion, the US was Australia's biggest trade partner and a valuable market for Australian businesses looking to expand internationally, he said.
"We expect to build upon the success of the past few years through the expanded G'Day USA program and develop new business opportunities on the US east coast."