France braces itself for a true blue invasion
Internationally renowned art gallery owner Francine Saphir will exhibit the collections of eight local designers as part of a revolutionary new concept in fashion artistry.
Framed as a focus on "Australian clothing as saleable art", the exhibition ? which will officially launch in Paris on November 7 ? is the first of its kind in France.
Margaret Farrell, managing director of Perth-based exporting group Sukimoo, said the event was organised after she met Saphir at a Paris trade show early last year.
"We discussed this concept and I told her I would be happy to provide her with designers from Australia. Francine has been written about by most of the fashion magazines in France as her concept of clothing as saleable art alongside 'usual' art such as painting and sculptures is a first in France.
I expect we will get many enquiries throughout Europe as the gallery and its owner are held in very high regard."
Staged at the Saphir Gallery in Paris, the exhibition will include collections from woolliwoolli, Margaret Anne, Peony, Ae'lkemi, Breathless, Kathleen Berney, Katherine Kalaf and London-based designer KV Reyes.
Woolliwoolli founder Josephine Nathan said she hoped the opportunity would allow her to break into the European market and establish a high-end consumer base.
"As the woolliwoolli label is not about mass production, showing through a gallery should enable customers who view fashion as art to see the label and appreciate its design, quality and uniqueness."
Expected to launch with a special preview for buyers, media and VIP's on November 7, the exhibition will later open its doors to all members of the public. Farrell anticipates that it will bring major benefits for all Australians involved.
"It's really a two fold opportunity ? the designers will receive public exposure and also catch the eyes of buyers and media delegates like Fashion TV. This will really launch Australian designers in Paris."