RAFW's The Source claims a new record
Only one month out until the prestigious five-day affair takes place, IMG representatives have announced that close to 70 per cent of places have sold for exhibition space 'the Source'.
Positioned as an area where emerging designers spruik their wares to national and international buyers and media, this year's installment has broken selling records with an additional 20 per cent of contracts undergoing due processes.
Organisers are attributing the success to a repositioning initiative that will see exhibitors placed at the heart of the event. The central hub means buyers and media will have to pass 'the Source' to access all three collection showrooms, the VIP bar and other major thoroughfares.
In recent years Source exhibitors have raised concerns about the space made available to them with claims the area was inaccessible to prospective buyers.
Additional funding from new naming rights sponsor Rosemount also meant that fees for participation were dropped by more than 25 per cent this year.
Suzie Hardie, founder of womenswear label 'Shardie' and first time exhibitor at the Source, said she was keen to exploit the event as a launching pad for her label. After 18 months of research and product development, Hardie said she hoped the repositioned space would allow her label to break into the domestic and international market.
"The opportunity to have a buyer from London walk past my stand is priceless. You can't obtain that kind of exposure in any other event in Sydney or even Australia."
Other event initiatives such as personalised exhibition stands - where designers choose their own creative concepts, layouts and accessories - have also drawn new clients this year. Gordius Mak, a menswear accessory label which has utilised the design scheme, is collaborating with the event's production manager to create a casino-themed stall; complete with a Las Vegas style setting and a live actor.
While a complete rundown of exhibitioners has yet to be released, IMG officials have confirmed there will be a greater emphasis on ready-to-wear designers and the apparel segment this year.
The Source will be staged at Sydney's Circular Quay precinct from April 30 to May 4.