Melbourne-based womenswear label cylk was recently invited to be part of an Australian Designer Showcase at trade event G’Day USA. Brand manager Keshia Abeysekera reveals her experiences at the showcase, which ran from 20 to 21 January at a special showroom in New York. The label was joined by nine other Australian brands, including Vanguard and Pizzuto, as they attempted to woo influential buyers and media.
When I first found out I was going to New York, I immediately thought of Sex and the City. I pictured myself strolling down 5th Avenue in super-high stilettos. Little did I know that for the majority of my time I’d be running around Manhattan from the Upper East side to Soho for meetings with buyers, editors and stylists.
The opportunity came up with a surprise selection for cylk in the Fashion Designer Showcase held by Austrade as part of the G’DAY USA week. Having already established a presence in the US market, securing accounts such as Henri Bendels and Fred Segal off the back of the Coterie trade show event, we thought this would be a great opportunity to build up the brand profile and make some valuable contacts. After all, how often do you get one-on-one time with key buyers, agents and media in the fashion capital of the world?
It was a whirlwind of faces and names to remember, but the collection was very well-received. The head buyers from Barneys and Bergdorfs knew exactly what they were looking for and sped through the room, stopping only if something caught their eye. The press and the stylists on the other hand loved to stay for a chat, some unable to comprehend how clothing with such a soft hand-feel could be made from bamboo. They went on to express their concern over how the pandas handled the subsequent shortage of their dietary staple.
The standout for us would have to have been our soon-to-be-launched cylk body shapewear collection made from bamboo, which generated a lot of buzz amongst the buyers and press. The shapewear market in the US is expanding (pun intended) and after experiencing firsthand the portion sizes considered to be normal, I was beginning to see how this might be the case.
The most positive outcome of the week was that it reaffirmed our belief there is huge potential for cylk in the US market, and there are many opportunities for growth. It was also great to learn that the Australian accent is a powerful thing in the US!
We have some exciting press opportunities lined up, with Nylon snapping up our oversized marble-dye tank dress and Glamour Magazine running off with four pairs of our fashion leggings. Not that I’m complaining of course – they have made more room in my suitcase for a quick shopping fix before the journey home.
All things going to plan, I might not be a stranger to New York over the next few years. But maybe next time I should pack a pair of flats.