There will be no more harbour views for Australia’s leading runway event as Mercedes Benz Australian Fashion Week exits the International Passenger Terminal in favour of the industrial event space at Carriageworks in Eveleigh.
The move was announced yesterday over fashion-sized egg tarts (tiny) and mini espressos (tinier) and put rest to speculation that the shows would move to the Opera House. Designer Lisa Ho was pleased about the new site. "Change is good. I worked on the costume design for the Olympics Opening Ceremony here (Carriageworks) - it was our undercover headquarters – so it’s always been recognised as a secret artistic hub for the creative community", she said. After 10 years at The Rocks, organisers IMG Fashion felt the event had outgrown the waterfront location with the heritage rail yards offering over 87,000 square foot of usable area. "Carriageworks provides thirty five per cent more physical space" said Peter Levy, Senior Vice President & Managing Director of IMG Fashion Worldwide. "This means we can offer increased infrastructure at the same reduced investment we did in 2012".
In an effort not to pour the past into a new location, IMG plans to reinvigorate all the show spaces adding photographic studios, dining areas and business rooms to provide sponsors, exhibitors and designers with different opportunities for both collection shows and sales. Transportation and parking has always been an issue for MBFWA and the new venue hopes to address this with one fashion assistant overheard saying "she wouldn’t have to pay her salary in parking fines this year". Key to the switch is the announcement of a partnership with AEC Premiere, the largest boutique trade show in Australia. In 2013, Premiere will operate directly alongside the MBAFW schedule. The inclusion of Premiere brings immediate increased infrastructure to the umbrella event, adding 150 exhibitors and an expectation of more than 1200 buyers through the doors. "There is power in numbers", says Fashion Publicist, Adam Worling. "
Housing an established trade event under the same roof makes sense - and hopefully that translates to sales". Kym Ellery, Alexandra Smart (Ginger & Smart), Camilla Freeman-Topper and brother Marc Freeman (Camilla & Marc) joined a host of designers in showing their support for the new plans, particularly the shift in dates from May to April which falls more in line with the international Spring/Summer buying calendar. With retail still under pressure, the fashion industry has embraced the proposed changes and renewed business focus with enthusiasm. "The weak wont survive", says Lisa Ho. "You need to be incredibly focused on customer service and product innovation. I consider myself to be a global trader – designers need to start thinking that way. These days it’s an international market - not just a local one". In true fashion industry style, shoes and frocks were on top of the conversation agenda with one fashion editor saying that the new venue was going to save thousands in dry cleaning bills, shoe repairs and blow drys: "We’ve finally got a roof over our heads – bricks and mortar at last".
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