What is the latest trend to hit the USA? Aussie designers of course! American’s just cant get enough of Australia’s fashion forward design signature. Since September a group of 10 hot labels have been showcasing their collections during New York and LA Fashion Weeks and trade markets. The Design Australia USA event, for 3 seasons, has been introducing exciting, up-and-coming contemporary Australian brands to US and International buyers, media and influencers.
60 stylists and bloggers, with the addition of Australian Consul-General Nick Minchin, awed over the Spring 2016 collection shown in the NYFW fashion presentation.
The event provides a new model for marketing these brands, giving them a chance to get noticed and develop a following in the US market. The labels showcasing this season for the 2 month event on the East and West Coast include:
The ten women’s swear brands include a variation of styles – show-stopping eveningwear to edgy ready-to-wear.
Zhivago has become a fave of the Jenner sisters; Kylie strutted her stuff in numerous pieces in LA and Florida. Kendall followed suit – quite literally- modelling a two piece suit at the Much Music Awards in Canada. Zhivago’s vibe is definitely explorative of style and design, structuring the attire with bold shoulders or padded bodycon that oozes luxury.
The Shanti Butterfly has Australia wide success with their relaxed edgy styles. Launching in the USA in early 2015, the husband and wife team work to expand on global trends introducing five contemporary collections per year.
Steph Audino’s namesake label is a Perth red carpet favourite. This is not the first time Steph Audino’s designs appeared on the New York Fashion Week calendar, the brand is also a regular on the Telstra Perth Fashion Festival scene.
Pelle D’arte are now international pro’s on their second showing in the USA. Their success in staple leathers is evident exuding a timeless yet directional approach.
Additional to Pelle d’Arte success is Magdalena Duma who is also on her second showing in New York. Magdalena Duma is growing internationally from her Sydney base and boutique in Surry Hills.
House Of S K Y E has been carving out a following in Perth and beyond. The bohemian style is so-hot-right-now and affordable whilst portraying high quality fashion in every part of its hand-dyed fabric.
Sydney bases label, Elle Zeitoune, is literally booming. Worn by celebrities in just about all the hot TV Australian shows, and dominating online sales. The brand began its US expansion last season and has been picked up major US retailers.
Jomay Cao based in Perth. is becoming known for her classically luxurious and classy gowns from bridal to celebrity red carpet.
Cococabana, previously known as Laundrette, show a vision for futuristic styles and all they are aspiring to put into their designs in their resort pieces.
The Black Label (Sydney), is building a name for its made to measure and bespoke services, proudly supporting their Australian roots and manufacturing their collections locally.
With local success knocking on their fashionable doors, these labels are sure to get noticed, and snatched up by US retailers and it will be no surprise when we see these brands boom from Australia to the US.
Watch this space.
Images: Dayane Ohira – www.dayaneohira.com
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