Looking East
Words by Pip Christmass · Updated on 10 Mar 2017 · Published on 02 Mar 2017
The 2017 Melbourne Fashion Festival (VAMFF) began this month and features a comprehensive line-up of runway parades, fashion exhibitions and events starring both established and emerging fashion talents. This year, four Western Australian labels will show their current collections. Broadsheet talks to these Perth-based designers about what they're showing over east.
Wild Horses – Natalie Donovan
An emerging label going places.
What we’ll see on the runway
“We’ve kept the range very classic and clean using block colours and minimalist silhouettes. It’s a wear-with-ease range that can be easily styled into the wearer’s existing wardrobe. We’ve included exclusive Wild Horses prints and fabrications; I want the collection to look effortless in its simplicity.”
Why showing at VAMFF is important
It builds the brand’s profile and reaches a wider market audience. We have a flagship boutique in Cottesloe but our online presence allows interstate customers, who wouldn’t be able to physically walk into our boutique, access to our designs. VAMFF helps to build that interstate familiarity.”
What’s next for the label
“Trans-seasonal ranges seem to resonate with our customers compared to traditional set-season collections, so we’ll be moving towards more frequent capsule ranges. We’ve discovered that many of our in-store customers are visiting from interstate and overseas and they’re looking for new and exciting pieces from local designers, regardless of seasonality.’’
Morrison – Kylie Radford
This popular Fremantle-based brand is now an Australia-wide name.
What we’ll see on the runway
“Morrison’s style is understated luxury. Beautiful fabrics in modern styles, but with an edge – an elongated hemline, a raw edge or asymmetrical detailing.”
Why showing at VAMFF is important
“We have seven stores in Melbourne, so showing at VAMFF is very important to us. It’s a chance to showcase the brand to our customers. We have a loyal and growing following in Melbourne.”
What’s next for the label
“We’re really focused on growing the brand in Australia. We opened six stores in 2016, so we want to focus on producing more collections each season and offering new product each week.”
Zhivago – Lara Kovacevich and Lydia Tsvetnenko
Zhivago designs for women accustomed to the spotlight.
What we’ll see on the runway
“The collection is called The Last Party and it draws inspiration from the night of February 2, 1980, when the pulse of Studio 54 beat one last time after 33 glorious months. We wanted to design a collection that paid homage to the joie de vivre of Studio 54; it’s such an important era to both of us as designers. The Zhivago essence is there – big shoulders, structured panelling and form-fitting tailoring – but we’ve also introduced pleating and drapery in this collection.”
Why showing at VAMFF is important
“VAMFF is one of the world’s best consumer-focused runway events. It provides us with the platform to speak directly to the consumer and support our Melbourne stockists.”
What’s next for the label
“Our key focus this year is expanding our footprint in the US market.”
GARBAGEtv – Rhys Scott and Kiel Rogers
The new kids on the block, bringing club, punk and street style to the runway.
What we'll see on the runway
“The collection’s called Steady On. Slow and steady wins, in dark corners of the club we hide, slow movements, watching the rest drop off as we continue till sun up.”
Why showing at VAMFF is important
“We feel it builds awareness to a broader audience in Australia. Currently we show our collections at a showroom in Paris, so showing internationally actually helps the brand domestically.”
What’s next for the label
“We’re working on colabs with a few international stores and artists along with Lessons concept store in Perth. We’ll be showing another collection in Paris in July. We want to continue to build the culture behind the label.”
The 2017 Virgin Australia Melbourne Fashion Festival (VAMFF) runs March 1 to 19. The full VAMFF program is available online.
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