NATIONAL: One of the most influential public relations firms in New York is set to spin a sale for Australian designers.
La Force and Stevens - which represents fashion retail clients such as H&M, Bill Blass, Perry Ellis, Banana Republic and American giant Target - will organise showroom viewings and meetings with fashion press, retail buyers, stylists and agents as part of a promotional event for G'day USA 2008.
Sponsored by Australian Wool Innovation, the New York showroom event will feature apparel collections from a select group of 10 local designers including womenswear label Verduci-Smith (pictured). Organisers said participants were chosen using a strict criteria which included a strong brand that was export ready, a collection focused on the autumn/winter season, a solid marketing/PR strategy, experience in domestic or international collection shows and an established client base in major department stores or boutiques in Australia.
Brands were also required to create a collection which utlised a minimum of 50 per cent Australian Wool, in celebration of the key sponsors' 200th year of exporting. Verduci-Smith founder Michelle Verduci Smith, who is exhibiting at the promotional event for the first time, has broadened her autumn/winter 2008 range to include a capsule knitwear collection featuring hand-printed designs on wool in cream, taupe, dove grey and charcoal tones.
"We're absolutely thrilled about bein given this opportunity," she said. "Having only recently returned from [fashion trade event] AusStyle Dubai, we can't get over the international response to our new collection."
The New York Fashion Event will be staged next year, from January 23 to 25.