Australian labels flaunt their stuff at US designer showcase

Austrade's recent New York showcase of Aussie fashion has proven a hit with participating designers. Organised in partnership with wool marketing organisation Australian Wool Innovation (AWI), the Designer Fashion Showroom ran from January 23 to 25. It formed part of G'Day USA, the program created to promote Australian culture and product in the US.

Participating labels - who were required to use a minimum of 50 per cent Australian wool in their ranges - were: Cable Melbourne (VIC); Verduci-Smith (VIC); Zayt (VIC); Vivian Chan Shaw (NSW); Saint Augustine Academy (NSW); Silence is Golden (NSW); Gina Kim (QLD); George Wu (QLD); Mai Loui (SA) and Megan Salmon (WA).

Georgina Sutton, founder of Melbourne women's knitwear brand Cable, said the showcase proved crucial to her expansion plans. "I am thrilled to have had the opportunity to expose my business to the North American market. When speaking with a representative from Barney's and learning that my collection was of interest to their store it gave me strength to move forth and better establish my distribution channels in the United States."

For Alvin Manalo, founder of menswear label Saint Augustine Academy, the showcase had helped his label crack the US east coast market.

"We have quite a strong presence on the west coast but New York is a tough market to get into. We already have accounts there but we picked up two new and significant stockists. Recently we branched into unisex clothing and women's boutique TG 170 picked us up through the showcase, while we also gained a new account at Bigdrop."

Along with TG 170 and Bigdrop, more than 30 New York fashion influencers attended the showcase, including retail buyers from Barneys, Barneys Coop, Searle, Henri Bendel, Dillards, Cantaloupe and Nikki Laura.

Principals were also present from D2 publicity, Roar, Agent Red International, Decider Group and Doneger Group Fashion media - which included the editors of Harpers Bazaar, Vogue, Teen Vogue, Elle.com., Marie Claire, Lucky, Mitsui lifestyle, InStyle, Womens Wear Daily, Daily Candy and SMH.com.

Austrade New York-based senior trade commissioner Gerard Seeber said the showcase reflected Australian fashion's growing recall in the US, after Austrade identified fashion as a key export sector in 2004.

"Over the past three years Australian designers have gained a foothold in the highly competitive and complex US market, with Austrade's US fashion team assisting nearly 60 per cent of these designers. This has resulted in more than 25 designers recording export sales valued at $6 million."

It is understood the 2008 instalment of the event was so successful organisers are now considering expanding it to other US locations. These are thought to include San Francisco, Boston and Houston.

By Belinda Smart