SYDNEY: Australian designers might have been all but absent at the recent instalment of New York Fashion Week - but the city that never sleeps didn't return the favour.
One of the event's most talked about collections is preparing to make its way down under. Celebrity label William Rast, founded by pop star Justin Timberlake and business partner Trace Ayala, made its trade debut at the spring/summer 2009/10 instalment of trade fair Fashion Exposed earlier this month.
Rosebery-based business Rocker Distributors, which had ties with the brand's Los Angeles arm, secured the licence for William Rast's high-end denim component. Manufactured in the US, the denim had signature embroidery on the back pockets in the form of a slashed "V" and was priced between $380 and $500.
The Australian launch collection was compromised of five styles for men and 10 styles for women in various skinny, straight and fitted cuts and indigo washes.
Rocker Distributors director Ashley Koonin said while domestic marketing campaigns for William Rast were still in their infancy, it staged a successful runway segment at Fashion Exposed. This included front-page coverage in Sydney inner-city newspaper MX.
"I think with the popularity of Justin Timberlake, the brand will be well received in the Australian market," Koonin said.
Independent womenswear retailer Pink Zebra was confirmed to launch the denim range through its two boutiques in Sydney and one in Melbourne over the summer season. The boutiques specialises in high-end American denim labels such as True Religion, Rich & Skinny, Paige Premium Denim and J Brand.
William Rast's current distribution network included its own dedicated online store and a select presence in international e-boutiques and independent retailers. Its autumn/winter 2009 New York Fashion Week show attracted a number of high profile attendees including American Vogue editor Anna Wintour and French Vogue editor Carine Roitfeld.