Kirrily Johnston’s bold move to stage a runway show at Air New Zealand Fashion Week (ANZFW) last year has inspired other Australian labels to attempt to emulate her success.
Brisbane streetwear label House of Ezis and Applecross womenswear brand United Constructions have each committed to spending thousands of dollars to promote their autumn/winter collections at the September 21 to 25 event in Auckland.
A further five as-yet-unnamed Australian designers will also feature in the showcase after agreeing to design dresses for an on-schedule promotional show staged by soft drink brand Diet Coke.
United Constructions co-founder Helen Miraudo, whose label now boasts more Kiwi stockists than it does Australian, said her business was investing around $9500 to take part in the group designer show.
Miraudo said New Zealand was the first export market broached by the brand and its success with consumers that side of the Tasman made showing at ANZFW “a natural” fit.
“The aesthetic is different in New Zealand to that of the Australian market,” she said. “New Zealand buyers follow trends less and are always seeking different designs that most of the time are a little bit left of centre and that’s how we design.”
House of Ezis designer Andrzej Pytel, whose label was formerly known as Size but which was forced to amend its name because of an international trademark dispute, said he was motivated to show at ANZFW in an attempt to build up his wholesale profile and increase brand awareness.
Pytel, who was able to reduce his costs to just $3500 after House of Ezis secured a sponsor as part of the event, said his collection targeted the same audience as high profile New Zealand labels NomD, Zambesi and Karen Walker.
Pytel said he intended following up his ANZFW debut with plans to show at a trade fair in Hong Kong in October.
The designers will be joined by a contingent of Australian media and buyers with Strelitzia’s Moira Peach, Blondies’ Joanne and Terry Griffin and Directions boutique owner Joanne Meisner expected to be among them.