The Wearer’s Right trade fashion show is taking a strategic approach to its publicity, advertising through consumer magazines Oyster, Yen and GQ in order to increase public awareness of both established and up-and-coming Australian labels. Creator and organiser Thibaud Cau-Cecile said event participants can expect to see Australian designers in force at the first Wearer’s Right event, which boasts around 80 per cent Australian and New Zealand labels. “Advertising for this event has been a real branding exercise, rather than a marketing venture,” Cau-Cecile said. He expects the strategy of advertising through mainstream consumer publications will help to lift interest in independent labels. “We’re interested in getting Australian designer names out there, because what we realised was that many of the smaller Australian labels weren’t even being recognised here and people need to see what’s on offer,” Cau-Cecile said. Cau-Cecile said the event was created with the intention of emphasising home-grown talent and increasing public recognition of little-known Australian designer labels. “Australian fashion trade shows are usually full of international labels. We wanted to create a show that actually promoted the work of Australian and New Zealand designers – and that’s what visitors can expect to get.” The Wearers Right fashion trade event will take place in Sydney at the Hordern Pavillion and run from September 18 to 20. Nadia Stennett
