ARTICLE

Australian designer fashion; Quickly turning opinions and heads in the European and American fashion capitals.

'The Satorialist' Scot Shumen with Heidi and Sarah Jane of Sass and Bide taken from the Satorialist Blogspot

Australian fashion may be thought of as behind in the fashion stakes too many not in the know, but as someone who has done many a globe-trot, and I am certainly not alone in thinking this - I consider it to be one of the most fashionable nations in the world. Go to the fashionable districts of Bondi, Potts point or Paddington in Sydney and tell me differently or wander the backstreets of Melbournes cafe culture, concept bars and chic boutiques and you will encounter an abundance of fashionable folk wandering through the streets like they are walking off the pages of The Satorialist blog. The Australians have a unique take on relaxed dressing with individual flare and always dawned with an effortless attitude. Try hard or overdressed just doesn't cut it over there; Australian fashion is all about feeling comfortable in your clothes, stemming from their beach culture.

"Fashion week says to the world that Australia is able to compete in the most image-led, sophisticated, cultural market in the world, which is ready-to-wear fashion". Simon Lock, founder of Australia Fashion Week.

Lara Bingle in Ellery, The Daily Telegraph

What I love about Australian designers is that they are determined to stand on their own in this world and not conform to the predetermined rules and over dominant jury of the European and American old world fashion. Of course there is an influence, how could it possibly be ignored? Euro trends are adopted in Australia quicker than the flutter of faux eyelashes, though it is still popularly perceived in the Northern Hemisphere that Australia is forever a season behind. On the contrary. Trends filter through quickly yes they do BUT they are reinvented to look quintessentially Aussie! Trends are refreshed, picked up and absorbed by the fashion innovators, immersing quickly into street trends which are instantly captured by the fashion blogger set, spreading quickly into the realms of social media, which is now at the forefront of fashion marketing whether you choose to accept it or not. The social media platform will hopefully bring about the end to the false stigma that Australian fashion is behind.

Australia Fashion week just passed in May 2010 brought in a string of international bloggers, who scored front row, including Suzie Bubble who writes the acclaimed blog 'Style Bubble' and Scott Schuman, the man of the moment, behind 'The Satorialist'. The flurry of international press and increasing rate of Australian designer exports is making the world take notice. It's bесаuѕе of fashion events such as Australia Fashion week, this year celebrating the 15th year anniversary and also Melbourne Fashion Festival, that Australian fashion industry hаѕ grown ѕo much. Aѕ fashion hаѕ become such a successful export market for Australia, major fashion capitals through out thе world аrе actively seeking out creative Australian designs. What's really good about Australia right now is there are a lot of talented young designers.

Scarlet Hill

"Sydney fashion only stamped their mark on the global fashion week circuit 15 years ago and as a result of our short presence only a handful ofAustralians have showed internationally. In the early noughties the first designers to fly the Australian flag on an international catwalk were Akira Isogowa and Colette Dinnigan. In 2010, we saw our most successful exports such as Sass and Bide show off shore. Rosemount Australian Fashion Week, Australia's only trade based fashion week has become renowned for showcasing Australia's top emerging talent. Recent darlings of the Australian fashion scene to emerge are Dion Lee, Romance was Born and Gail Sorronda. All of whom have their sights set on overseas for their future expansion." Scarlet Hill, Fashion Communications Manager. Australian Wool Innovation Limited

Australia is shaking off its fashion reputation for beachwear and summer dresses and generally being behind in fashion. Australian fashion reflects a vivacious, rich іn colour, fresh and exuberant style. Australians have an inherent love of casual attire, worn with personality without looking intimidating or overpowering. 'You wear the clothes they don't wear you' This phrase optimise's the Australian woman who embodies the confidence to wear what she wants from a young age and her choice will most likely vary considerably from her European and American fashion which often has more of a conforming tailored approach.

Aimee Handsaker

"The retail market is not as overpowered by the big high street brands and it is therefore a more competitive environment. Independent Australian labels can exist alongside high street names at a price point accessible to a fashion conscious market. There is a massive demand for the Gen Y's to have the latest and greatest, in Sydney and Melbourne particularly, the trendy young things are less influenced by trends, as they are by individual styling and having one-off pieces. Right now, quirky is the new cool." Aimee Handsaker, Fashion Design lecturer. The Whitehouse Institute of Design.

Australian brands are promoted, nurtured and embraced by the Australian public. The retail sector is saturated with an abundance of Aussie brand names with barely an international label in sight. If this wasn't the case home grown brands would simply not make it as it is such a small and young market, being so far from the rest of the western world.

Leah Stewart

"There is such a strong support for Australian designers and real awareness of brands. Even if people aren't that into fashion, it seems a lot more integrated into the media. I think I've seen a lot more new stories, behind the scenes peeks and catwalk clips of the fashion industry in Sydney on everyday news programmes than I ever did in the UK." Leah Stewart, a fashion loving Scot who lived in Australia.

Many Australian designers are choosing to spread their wings in an effort to grow their brand presence and exposure in the international market, breaking free of the confines of the Australian fashion sector, and making their mark on the global fashion scene. Each fashion season sees more and more emergent Australian designers cutting there path in the fashion weeks of London and New York particularly. As well as Milan and Paris to a lesser degree. Australian fashion lаbеlѕ аrе now becoming sought аftеr around thе world bесаuѕе οf thеіr innovative designs.

Emma Carlos Gittoes

"I think Australia's designers are all very unique and have their own mark that can be easily distinguished. Zimmermann has its gorgeous choice of fabrics, Kirrily Johnson for her distinctly androgynous feel, Sass and Bide for its cutting designs and downright quirkiness. European fashion has become so market driven that it's lost so much of its creative edge, style is monotonous everywhere you go." Emma Carlos Gittoes, Former fit model at Sass and Bide, Sydney now living in Paris. Australian fashion designers are beginning to get recognition and аrе now influencing whаt others around thе world wіll wear. Sass and Bide have always lead the way in the fashion stakes but now a new set of Australian designers are being brought to our attention. Named the Sydney Six, who choose to ditch predictable wearable fashion. The six designers to shake up the fashion scene include labels such as Romance Was Born, Dion Lee, Christopher Esber, Friedrich Gray, Konstantina Mittas and Rawsthorne. These brands are ready to give the industry something new as the global fashion market is really hungry for individualism and designers like these take delight in their power to thrill.

So next time уou thіnk of upgrading уour wardrobe, maybe have a look to the Australian designers.

Words: The Showroom's Lynsay McConachie