Four Australian fashion labels have joined forces with leading online retailer StyleTread for a 'game changer' collaboration that will see them offer a revolutionary fashion experience for customers.
The ‘runway to reality’ initiative, the first of its kind in Australia, will see local labels An Ode to No One and Bless’ed are the Meek, create a capsule footwear collection for their Mercedes-Benz Fashion Week Australia (MBFWA) shows.
The capsule footwear ranges for the two brands, created in collaboration with Nude Footwear and Skin footwear, will then be sold immediately after each show via Australia’s number one online shoe e-tailer StyleTread.
The exclusive ranges will be produced in a full complement of sizes, with the first 24 customers to place orders to also receive a complementary hair and make up pack from each of the label's beauty sponsors, containing key beauty looks from both shows.
Prior to MBFWA, StyleTread will launch a purpose-build digital platform where consumers can not only watch both runway shows, but can also view a series of exclusive pre-MBFWA videos.
The online retailer has been granted exclusive access to all three designers and their design studios, and will document each designer’s journey towards debuting their spring/summer 2013 collections at MBFWA through a series of fly-on-the-wall vignettes.
Customers will then be invited to watch the shows via StyleTread’s digital platform, on May 2 and 4, where they will be able to place an order on-site, and receive their shoes within three hours [provided they are within 40 kilometres of StyleTread’s warehouse].
Commenting on the partnership, StyleTread co-founder Mark Rowland said the collaboration with MBFWA would take the traditional customer service experience to the next level, benefiting all involved.
“StyleTread is thrilled to be working with An Ode to No One, Bless’ed are the Meek, Nude and Skin footwear. Our main goal at StyleTread is to provide customers with their new purchases as quickly and as efficiently as possible. Working together with this fine group of designers delivering shoes straight off the runway to reality, just makes our customers happier.
“Making customers happy and providing fashion at ones' fingertips is what we're all about and we can't wait for our first catwalk exclusive at Fashion Week,” he said.