Fashion and lifestyle PR agency Effie & Co and talent agency Bella Management have teamed up to solve a problem faced by wholesalers during COVID-19.
The partnership has seen the launch of FwdFashion, a video look-book service that allows wholesalers and exporters to showcase their ranges while they aren't able to travel to present collections to buyers.
FwdFashion's first video lookbook was for AB Enterprises to sell the Dita Von Teese 2021 lingerie collection to retailers including Myer, David Jones, Nordstroms, Selfridges and Bloomingdales.
Effie & Co director Effie Young said that the pandemic has made fashion wholesaling a challenging space to navigate.
"COVID-19 has added an extra layer of complexity to wholesaling fashion.
"FwdFashion was created to assist wholesale brands carry on business and potentially expand their local and international customer base during this very difficult time," she said.
Bella Management director Chelsea Bonner added that COVID has accelerated technology solutions.
"Forward thinking is the cornerstone of all successful business models.
"This period of COVID has sped up the need for technology across the board and to cut costs where possible," she said.