Going the distance
As far as trade and enterprise go, Belgium and Australia should be considered well-acquainted friends. Coal, lead ores and medicaments pass through the European border with solemn regularity each year, while, in the true spirit of camaraderie, alcohol is also exported in a steady flow.
For its part, Belgium heaps its 'Downunder' compatriot with precious pearls, gems, pharmaceutical products and the latest breed of European automotive vehicles.
All in all, this congenial relationship equates to some $2.3 billion in trade each year.
It's hardly surprising then, that organisers of Australia's largest fashion trade fair - Fashion Exposed & Preview - chose Belgium to launch its inaugural International Designer Showcase.
The showcase, timed to coincide with the fair's Sydney installment on March 11 to 13, means selected countries will get the chance to flaunt their best designer labels each and every season.
Australian Exhibitions and Conferences (AEC) managing director Marie Kinsella says she was inundated with calls of interest from more than six countries.
"In the end, we chose Belgium because they've got a couple of really great designers in their mix. A lot of them are also not that well known here so it's a great hook for media and retailers."
Included in the lineup will be Brussels-based designer Natalie Surmon and Tim van Steenbergen with labels Just In Care, La fille d'O, L & A Mathger, Sigi, Nico Taetmans, Niagra and Branie also joining the league.
Flanders Fashion Institute (FFI), the organisation which helped to co-ordinate the showcase, chose the designers based on their suitability to the Australian market. FFI commissioner Nathalie Surmont says the project should prove a fruitful one for buyers.
"The group coming is a very exciting mix of established names and young talent. Of course, this group is just the tip of the iceberg in what's available in Flanders [Northern part of Belgium] but we hope this will be the beginning of many more designers putting Australia on their fashion map."
Joining the much-hyped international showcase this season will be the inaugural 'junior preview'; a concept specially created for high-end childrenswear labels. Kinsella says it was developed after designers expressed strong interest in a separate section at the fair.
"They didn't want to exhibit in the main childrenswear area at Fashion Exposed but didn't feel comfortable in the preview section either, which they felt was about high-end boutique clothing and young urbanwear. They really wanted their own individual identity."
Kinsella adds that an enquiry made by AEC late last year also revealed childrenswear buyers were demanding more high-end labels at the fair. Fifteen such brands have already signed on for the Sydney installment but this is expected to rise over coming seasons; since 2004, the general number of childrenswear exhibitors has doubled from 52 companies to 120 labels in 2007.
Junior preview exhibitor Trish Scully says her decision to take part in the upcoming fair was prompted by AEC's innovative concept.
"We feel that it highlights our segment of the industry and makes it easier for buyers," the US-based designer explains. "Although we are sold throughout the world, this will be our fourth country where we will have large volume professional distribution."
While the upcoming fair will only make use of four halls in the Sydney Exhibition Centre (as opposed to the standard six), organisers say they intend to exploit a second-floor area to launch their new-look catwalk show.
"It's turned out to be a very positive thing for us - it's a private, restricted area with ticketed seating and a stunning salon feel," Kinsella says. "A great line-up of new participating designers will also add to the overall experience."
Twelve thousand domestic and international buyers are expected to attend the fair with more than 550 exhibitors across women's, men's, childrenswear, streetwear, beachwear, intimates, footwear and accessories.