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Boutique trade show Premiere has completed its Melbourne debut, having showcased over 140 Australian and international labels via the three-day fair.
The event, which launched in Sydney earlier this year, was presented by sister trade expo Fashion Exposed and held at the Royal Exhibition Building from August 28-30 in Melbourne's Carlton district, with regular bus shuttles delivering buyers to both events.
Premiere brands included Alex Perry, Project D, Hunter, Hudson Jeans, Joie, Freepeople, American Vintage, Gold Hawk, J Brand, True Religion, Et Compagnie, Elisa Cavaletti, Isabel De Pedro, Jean Paul, Patrizia Pepe, RockStar, Jagger & Evans, and Taverniti, with 42 of these labels new to the Melbourne Premiere event.
According to event organisers Australian Exhibitions & Conferences (AEC), approximately 97 per cent of the exhibiting labels overall were international, but represented by local, Australian-based distributors, with the addition of a selection of high-end footwear and jewellery labels, predominately from Spain and France.
AEC also added a range of features to the fledging Melbourne instalment to boost the trade fair's success, including an “Open Studios” initiative and an exclusive “Fashion Library”.
The “Open Studios” concept showcased a selection of Australia’s leading designers at work as they create pieces in the public eye, while the Fashion Library, provided a space where Premiere patrons to unwind, research and/or purchase from an extensive collection of international fashion books and magazines.
Other concepts available to visitors included a “Speakeasy Cinema”, where leading fashion designers shared their top fashion moments in film, a Guinot pop-up spa and a range of exhibitions and installations from various designers and labels such as Jenny Bannister, Colleen Burke and Melissa Shoes. Super Stylist Philip Boon also staged a workshop at the event, sharing information on contemporary looks and modern dressing, presentation and styling for 2011 and beyond.
The expo has so far received rave reviews from the industry with both exhibitors and buyers responding positively to the Melbourne launch.
Dalia Abram of Susie Sharrock fashion agency said the event was on par with the Sydney version and delivered.
“Premiere is the only trade show we attend. We did Sydney and it worked so well for us we decided to come back. The space is incredible and has enabled us to showcase the collections really well.” she said.
“We’ve had a fabulous show – appointment slots have totally booked out and buyers seem really happy that they can order at a one-stop-shop. They seem to be using the fair to place various orders, locking in full days of appointments themselves. It’s been great to have Alex Perry down on the stand – chatting to customers and talking through his inspirations.”
Susie Francis of Luxe Deluxe echoed Abram's comments, and said the trade show garnered new business for her label.
“We’re incredibly happy with the show – we’ve had interstate customers from NZ and afar. We’ve generated a whole load of new business and couldn’t be happier with how the show has gone,” Francis said.