Triumph takes to Fashion Week

 

BRISBANE: Intimate apparel company Triumph International has entered into a partnership with womenswear brand Talulah, ahead of the label’s first stand-alone show at Rosemount Australian Fashion Week (RAFW).

The alliance is part of a marketing and brand alignment strategy that will see Triumph International become an official sponsor of Talulah’s individual showcases at this year’s RAFW, with Triumph products to be included in the latter’s gift bags. The company will also support Talulah across other fashion events, such as festivals in Brisbane, Melbourne and Sydney.

Talulah director Kellie Wharton said the move was mutually beneficial, assisting the lingerie branch in the launch of its new shapewear range, Shape Sensation, in mid-February.

“They’re helping us be at the events we want to be at and boosting awareness of the brand, and in turn we are supporting them in the release of their new shapewear line by endorsing the product, promoting it through our online and social media platforms and showing women how to combine this underwear with our fashion items,” Wharton said.

Triumph national marketing manager Alana Jones confirmed Wharton will be a judging panelist for the Triumph Inspiration Awards, an event aimed at supporting emerging lingerie design talent.

“This will be a true brand collaboration with benefits for both parties,” Jones said. “We are providing Talulah with financial backing to make their appearances at Australian fashion events more viable and in return Triumph are gaining access to a segment of the fashion industry calendar, generally not open to mainstream fashion brands.

“We also want to see the new ranges viewed in a more fashionable light – both from a media perspective and also with a new consumer group who traditionally may not have considered Triumph as a brand to purchase.”

Talulah launched in 2002, initially stocking handmade lingerie and tops, before moving into womenswear in 2005. It is currently available in 115 boutiques across Australia, with plans to expand on its existing overseas network this year. Wharton expects to release five Talulah collections over the coming year, with pieces to retail from $199 to $299.

Daniela Aroche