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To get more brands on board, with the help of Robyn Catinella, founder and managing director of PR firm Catinella, organisers put together a group show titled The Frontiers, featuring Amy Lawrance, Courtney Zheng, Common Hours, Esse, Matin, Wynn Hamlyn and Paris Georgia — all brands Catinella believes have scope to sell internationally. Because it’s a group show, costs including production and models are covered by AFW, lowering the barrier to entry for designers who otherwise might not have shown this week. AFW is an essential launch pad for emerging designers — but showing on-schedule is expensive. Many are deciding whether to stay or go abroad. “Group shows have traditionally struggled with perceptions of being overly commercial or lacking refinement or commercial viability,” Catinella acknowledges. “We saw an opportunity to shift that narrative and not only offset the high costs of showing at fashion week, but present a curated, elevated experience that celebrates individuality over uniformity.” She’s confident that it will be a win for AFW’s renewed focus on wholesale and international exposure. “Commercially, the model’s efficiency is compelling: presenting the region’s leading talent in a single, well-considered setting captures the attention of time-poor international buyers and press,” she says. Zheng hopes that the international focus will attract the attention of global press and buyers ahead of international showings in Paris in June.The Worst Part Of The Epstein Files Is Redacted Tee Shirt
This season, there are 11 international buyers in attendance, from retailers including Ssense, Moda Operandi, Net-a-Porter, The Rosewood and Harvey Nichols Kuwait. Catinella, who was also tasked with the international buyer strategy, says the focus was on expanding market representation to growing regions (like the Middle East). “We’ve also begun to diversify the wholesale strategy, exploring partnerships with luxury hotels and non-traditional retail environments where the brand stories can live more experientially,” she explains. The response has been positive, Catinella adds, acknowledging that this season gave organisers less time to prep than is typical. “Several international buying directors who couldn’t make the trip this season have already expressed interest for the next edition, including some who’ve never previously engaged with Australia in a wholesale context,” she says. “That signals a significant shift, which is exciting.”
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