NRA walks the talk 'bout our generation
QUEENSLAND:Five fresh-faced designers are about to prove that when it comes to competitive edge, experience doesn't always guarantee a better performance.
As part of ongoing efforts to unearth the "next big thing", the National Retail Association (NRA) has introduced a new category into its annual Australian Fashion Design Awards. Dubbed the New Generation Showcase, the initiative will see five designers with only five years of fashion retail experience parade their wares before a high-profile industry audience.
NRA events director Donna Caley said the award ceremony, to be staged and aired live on the Nine network on March 2008, would provide emerging labels with unrivalled market exposure.
"We expect to showcase a great mix of brand new names with more experienced designers who are already on their way to being big names of the future. Today's design savvy consumers are always on the lookout for the next big thing and we believe [the showcase] will deliver just what they are looking for."
Caley said the programme would kick off in early October when 25 nominated labels took part in fashion parades across six AMP Capital Shopping Centres in Australia. An industry committee, which includes member of the NRA, the media and New Generation Showcase Ambassador Peter Morrissey, would then compile a shortlist of five designers to take part in the NRA awards show.
Despite the selection process, Caley insisted the initiative was not a judged category of the Fashion Design Awards.
"It's intended to grow and promote new members of the fashion industry. There has been no call for entries and it's strictly invitation only."
Caley confirmed that 25 invitations had already been sent out to designers throughout Australia but would not reveal any names.
The first New Generation Showcase will launch at Queensland's Pacific Fair Shopping Centre on October 4 followed by NSW's Macquarie Shopping Centre on October 11, Victoria's Knox City Shopping Centre on October 18 and Western Australia's Karrinyup Shopping Centre on October 25.
By Assia Benmedjdoub