NATIONAL: Australian fashion from both ends of the design spectrum has attracted global attention in the past week.
Larrikin surfwear brand AussieBum and luxury jewellery brand Manik Mercian have both managed to cement important editorial space in the international press with AussieBum securing a profile in US-based newspaper group spearheaded by the International Herald Tribune and Manik Mercian featured in England's UK Sunday Times.
The Times piece featured an image of one of two pieces jewellery designer Jenny Manik Mercian created for Swarovski International for its upcoming wedding project "unbridaled" launched during last year's Paris Haute Couture show.
AussieBum founder Sean Ashby said his article, which ran across newspapers in 33 different countries, offered a "sneak peak" to how the label was presenting overseas.
Detailing the brand's auspicious beginnings, the feature followed the company's rise from a $20,000 pipe dream to a multi-million dollar enterprise.
It also quotes Ashby as admitting the brand's success has been derived - in part - on the back of the 'Australia' brand that has long sold well internationally.
"The image of Australia is a place far, far away and a place where people live by the ocean, eat shrimps from the barbecue, enjoy a laugh and really don't take themselves seriously. Best of all they believe all Australian men are beautiful and bronzed. Naturally we took advantage of this image however at the same time make a point of showing people the reality of our brand," Ashby was quoted as saying.