Melbourne ends its spring fling as fashion week blurs the seasons

24

Buy Organic Traffic | Cheap Organic Traffic | Increase Organic Traffic | Organic Traffic


Melbourne is known for having four seasons in one day, and finally it can say that about its September fashion week.

The City of Melbourne has dropped the “spring” in its upcoming fashion week to reflect the shift to more tran-seasonal dressing, although spring racing and summer collections will still feature prominently.


Fashion week ends its spring fling

Changes to festival name and program reflect the rise in tran-seasonal dressing. Video courtesy Melbourne Fashion Week.

The move has the strong support of designers such as Rosemary Masic​, of Nevenka, who said the blurring of the seasons in fashion was one of the reasons she opened her own store, in Howey Place, seven years ago.

“Wholesaling was constantly challenged by buyers wanting to buy ‘in the season’. From what I was wearing and my friends were wearing, I was getting different messages,” she said.

Living outside the seasons ... Rosemary Masic of Nevenka (right, with a model wearing her design) says shoppers want to be able to buy clothes to suit their lifestyle, not predetermined patterns set by retailers.

Living outside the seasons … Rosemary Masic of Nevenka (right, with a model wearing her design) says shoppers want to be able to buy clothes to suit their lifestyle, not predetermined patterns set by retailers. Photo: Simon Schluter

Australians, especially those who travel to the northern hemisphere, want to buy coats in December and bikinis in July, she said.

“There’s a big gap between [major retail buyers and consumers]. That’s why online shopping is going crazy – you can get whatever you want whenever you want it,” she said.

Melbourne Fashion Week is changing its name and image to reflect a blurring of the seasons in the fashion industry.

Melbourne Fashion Week is changing its name and image to reflect a blurring of the seasons in the fashion industry. Photo: Simon Schluter

Over seven days and nights, Melbourne Fashion Week will host more than 150 events, including many that are free to the public.

The event will centre around Melbourne Town Hall but events will also take place at key places around the city, including the opening night Emporium parade under the stars on Little Bourke Street.

Due to construction in the City Square for Melbourne Metro, the festival forecourt will see areas of the Town Hall play host to free DJs, live music, and hair and make-up stations.

The festival will also continue its focus on sustainable fashion, with many of the featured designers part of the “slow fashion” movement.

Masic said although fashion weeks encourage consumers to buy new seasons’ clothing, it’s up to customers to invest responsibly in their wardrobes.

“It all comes down to education and how we relate to money. Buy well. You can even buy well in a thrift store,” she said.

Despite the tough retail climate, Masic said Melbourne designers and stores have an opportunity to succeed by offering great customer service and a point of difference in their product.

“If you don’t have a unique aesthetic it could make it difficult to survive. You have to be really different and stand out and that’s what’s working for me,” she said.

The shift to an edgier image for Melbourne Fashion Week will also see the event host a gala dinner on September 2 that will showcase the work of Australian ex-pat designer Martin Grant. The event, to be created by the team behind Tasmania’s Dark Mofo festival, will have limited tickets available for purchase.

Last year, 60,000 people attended Melbourne Spring Fashion Week.

Melbourne Fashion Week is on September 1-8. For full program, visit melbourne.vic.gov.au/mfw.

Buy Website Traffic | Cheap Website Traffic | Increase Website Traffic | Website Traffic



Source link