Mercedes Australian Fashion Week (MAFW)
October 23-28, 2005

'Autumn Winter 2006 Collections'

Melbourne is gearing up to welcome the world’s buyers and media to what is a pretty hectic and festive season down south. Nestled neatly in the last week of October and just prior to the famous Melbourne Cup Carnival, MAFW’s Autumn Winter 2006 Collections will run from 23 through to 28 October 2005 as part of the international buying circuit.

This will be the fourth year that Melbourne’s Federation Square hosts the season’s collections and a number of architecturally superb venues will once again be used to stage a spectacular schedule and The Source @ MAFW. More than 50 ready to wear designers will be featured in collection shows and 100 plus exhibitors timed to ensure first winter deliveries in early 2006. The trans-seasonal nature of many of the collections also ensures relevance to European and North American markets. A highlight of the event will be the debut of the Asia Pacific Fashion Forum.

MAFW’s Autumn Winter Collections are produced with the support of the Victorian Government through the Department of Innovation, Industry and Regional Development.


'A Bright Future for the Asia Pacific'

The premier fashion event in the region celebrates rave reviews and positive business outcomes in its 10th year.

Superlatives such as this year’s event being the “slickest fashion week on earth”, as heralded by the nation’s newspaper, pretty much sums up the upbeat opinion of the industry in the Asia Pacific region. This season saw a milestone, a celebration of a decade that has presented some of the most innovative designers from the region to the world.

A vision and a reality, Mercedes Australian Fashion Week (MAFW), has driven new industry standards, launched careers, paraded international celebrities and has become the premier trade event for ready-to-wear designers throughout the Asia Pacific. As a consequence, it now proudly carries the strap line The Asia Pacific Fashion Week and is revered throughout Asia as the place to show to command attention from the region and Northern European and American markets. Firmly positioned on the international trade fashion week circuit, MAFW has continuously attracted hundreds of international buyers and media representatives from around the globe, and in doing so, has been successful in truly presenting a very saleable commodity that isn’t just innovation, but largely Australian to boot.

And the week that was the 10th Anniversary of the Spring Summer Collections at MAFW, was a memorable one where the camaraderie of the ready-to-wear fashion industry rallied together, to present a jam-packed five-day schedule that was bursting at the seams with collection shows, exhibitions and showrooms. An unsurpassed line-up of high profile established designers alongside rising stars attributing to 85 labels on show within improved and new venues down at Circular Quay in Sydney’s CBD. Matching in strength, were a 100 plus labels presenting within the boutique exhibition space, known as The Source @ MAFW, that was also onsite.

From the first catwalk strut on the Monday morning at the Lisa Ho collection show, the tone was set for the entire week. Organised, spirited and enlightening. The official schedule then took MAFW’s eager delegates on an enjoyable roller coaster ride that presented the first glimpse of Spring Summer trends and designs as part of the international fashion week circuit. Post event media reporting proved there were many highlights, be it Akira’s dancing spectacular, Tsubi antics or the stellar collections from what are being dubbed the ‘new frontier designers’ including Mad Cortes, Marnie Skillings, Josh Goot and Alice McCall. The designs of Singapore’s Hansel label through to internationally acclaimed offerings by New Zealand’s Zambesi and Trelise Cooper were all commendable.

Australian favourites Scanlan & Theodore were awarded best collection by the industry at large and legendary ‘fashion moments’ were declared by many fashion commentators at Toni Maticevski, Aurelio Costarella, Charlie Brown, Willow and the varied group collections shows, in particular Caravana, Cohen et Sabine as well as Flamingo Sands and Gail Soronda from the New Generation collections. But there are too many to single out, too many individual successes and that’s the greatest testimony of them all.

There were early claims that the event will generate in excess of $AU60 million dollars worth of wholesale orders and only time will reveal the true financials, but now reviewing the actual national and international buyer attendance at the event this season, matched with the quality of designers that showed, there is every indication this will be a bumper season. The 10th year saw some of the most high profile international buyers attend the event including Bloomingdales (USA), Selfridges (UK), CK Tang (Singapore) to name a few, through to up market multi- label boutiques such as Surface 2 Air (France), Lane Crawford (Hong Kong), Far Eastern Department Stores (Taiwan), and a massive delegation of buyers from Australia and New Zealand. Organisers are proud to announce that the largest pre-registered delegation of buyers and media ever recorded in the event’s history, descended on Sydney’s Circular Quay.

“The incredible line-up of national and international delegates that attended Mercedes Australian Fashion Week this year is a direct result of the hard-earned reputation our industry has for delivering consistent innovation, quality product and importantly, presenting from what is a world-class stage at MAFW. This, along with valuable assistance from Austrade, is what drove the unprecedented attendance this season”, said Simon P Lock, Founder and CEO of Australian Fashion Innovators.

Austrade, a division of the Federal Government, proactively packaged up several groups of influential international buyers from top-tier stores to attend the event. Australian Fashion Innovators (AFI), operator and owner of MAFW, has been working with Austrade as part of its broader international marketing program since the event’s inception in 1996. This year, Austrade was successful in assisting significant number of high-profile buyers to attend and actively purchase from labels showing at the event.

Being 10 years young and reaching this milestone was certainly worthy of some celebration too. As part of this year’s event, there were a number of exciting initiatives and uniquely special events that were designed to enrol the industry both locally and from a far. For example, Australian marie claire magazine presented the MAFW Canvas Project that is currently on public display (until June 7th), which enrolled designers and industry leaders to creatively interpret their celebration on a blank canvas. These are soon to be auctioned off to raise funds for an arts rehabilitation program in the Tsunami affected region. Vogue Australia presented Backstage, Front Row and Beyond - 10 years of MAFW photographic exhibition by Robert Rosen. All MAFW delegates onsite during the week were treated to the very special retrospective, which has also been published as a cover mounted in the June issue.

And on a final note, MAFW closed with a party to truly frock up for. Staged on the Friday night the evening’s format included the announcement of the A-Class MAFW Awards. The title of Best Emerging Designer went to husband and wife design team Mad Cortes, which saw them walk away with a brand new Mercedes-Benz A-Class. Best Model went to Alexandra A from Chic Models and Best Collection Show went to Scanlan & Theodore. Specially designed glass trophies were presented by members of MAFW’s industry-elected National Advisory Board (NAB) and Gavin Allen, General Manager, Marketing, of Mercedes Car Group. Special guests, celebrities, pillars of industry, designers and media were treated to a night of nights and cheered with many a flute of Perrier Jouët champagne.

And what of the future? MAFW’s determined founder, industry visionary and CEO, describes it with absolute passion….

”Mercedes Australian Fashion Week has reached a milestone and its arrival 10 years down the track is basking in some hard-earned glory, where there is participation from a vibrant industry that continues to challenge, and positively earn international acclaim. MAFW’s position as a beacon in the region will continue to grow from strength-to-strength and attract participants and delegates that want to be a part of one of the most innovative and dynamic markets in the world (the Asia Pacific). A market that is evolving, and one that is a force to be reckoned with. Something we are extremely proud to be a part of”… Simon P Lock, Founder and CEO of Australian Fashion Innovators (owners and operators of MAFW and the Asia Pacific’s largest fashion marketing and events company).

Australian Fashion Innovators presents MAFW’s Autumn Winter Collections annually in October in Melbourne, Victoria. (23 through to 28 October 2005). MAFW’s Spring Summer Collections are always staged in Sydney each May. Additional event credentials can be found at www.mafw.com.au.

For further information please contact the MAFW Communications team:

Graeme Lewsey
Marketing & Communications Director
Australian Fashion Innovators
g.lewsey@afievents.com.au
M: +61 (0)411288 868


'LOOK WHO IS COMING TO THE MOST FASHIONABLE BIRTHDAY'

Mercedes Australian Fashion Week (MAFW) is ultimately about generating and creating positive business outcomes for Australian and Asia Pacific designers participating in the official schedule or showing as part of The Source @ MAFW. In this its 10th year, organisers are proud to announce that the largest pre-registered delegation, ever recorded in the event’s history, is about to descend on Sydney’s Circular Quay.

“The incredible line-up of national and international delegates attending Mercedes Australian Fashion Week this year is a direct result of the hard-earned reputation our industry has for delivering consistent innovation, quality product and importantly, presenting from what is a world-class stage at MAFW. This, along with valuable assistance from Austrade, is what is driving the unprecedented attendance this season”, said Simon P Lock, Founder and CEO of Australian Fashion Innovators.

Austrade, a division of the Federal Government has proactively packaged up several groups of influential international buyers from top-tier stores to attend. Australian Fashion Innovators (AFI), operator and owner of MAFW, has been working with Austrade as part of its broader international marketing program since the event’s inception in 1996. This year, Austrade has been successful in delivering a significant number of high-profile buyers to the event that is currently in the region of 40 plus delegates. For many it is the first time these buyers have attended the event.
Some highlights from the international delegate list include:
(Austria) Diva Fashion & Lifestyle Magazine, (Bangladesh) Impex Asia Company, (Canada) Holt Renfrew, (China) City Pictorial, Fashion Colour Magazine, Shanghai International Fashion Centre, (Denmark) Pilgrim, (France) Surface 2 Air, (Germany) Squirl, (Hong Kong) Cover Magazine, Joyce Boutique, Lane Crawford, Marie Claire, Ztampz, (India) Media Network (FTV), The Indian Express, (Indonesia) Apple House Company, Blooming Chik, Lucy House, Velvet Boutique, Point Break, Rias Magazine International, Soho Boutique, Vocus Indo Persada, (Ireland) Sukimoo, (Italy) Agenzia Franca Speranza, Boutique Bernardelli, Boutique Lazzari, Boutique Tessabit, (Japan) Beams, Corporation, Earth Works, New Project Development, NHK World TV, Stocks, Taikyo Sango, (Korea) Elle, (Kuwait) Villa Moda, (Latvia) Fenster, (Malaysia) The Star Weekender, FASB Retail Ventures, (New Zealand) Andrea Moore, Angel Divine, Browns, Canterbury TV, Newstalk KZB, Radio Network NZ, Cocorico, Designer Clothing Gallery, Detour, Embellish Clothing, Fashion HQ, Fashion NZ, General Garments, Hamilton & Murray, High Society, Jude Store, The Frock Shop, Lucire, Lynn Woods Studio, Muse, NZ Fashion House, Page 74, Sabine, Staple Magazine, Starfish, Style Magazine, Superette, Synergy Clothing, The Dominion Post, The Mill House, TV3, Urban Beat, Velvet Designer Store, Wendy’s Boutique, (Nigeria) Hefsiba, (Singapore) 9Mois, Antipodean, Business Times, The Straits Times, Brandus Lifestyle, CK Tang, Felt, Hachette Medicorp, Harper’s Bazaar, Her World, Juice Magazine, Style Magazine, Metro, Top Stitch, Trixillini, (Sweden) Boho Mofo, MnO International, (Taiwan) Apple Daily, Far Eastern Department Stores, Mozquito International, (Thailand) Expression Magazine, World Relation, (U.A.E.) Aesthetics, Beauty & Style Magazine, Hello! Magazine, Sauce, The Wordsmiths, (United Kingdom) Antipodean, Austique, Fashion Music TV, Ferne, Figleaves, ICE Magazine, ID Magazine, Liberty, Mathilde, Plume, Selfridges, Studio Luxe, The Times, Sunday Times, WGSN (United States) American Rag Cie, Bergdorf Goodman, Big Drop, Bloomingdales, CBS, Elizabeth Charles Boutique, Fashion Windows, Hearst Magazines, Mirror On The Wall, Satine, Wet Seal.

The international media and buyers delegate list has now been released to all participating designers. This coincides with the releases of a comprehensive list of national media and buyers, all of whom have registered their attendance at this year’s Spring Summer collections. The delegation will be treated to 40 individual collection shows, 6 group collection shows, 2 new generation group collections showcasing 83 designers. 100 plus labels will be featured in the boutique exhibition space, known as The Source @ MAFW.

Event organisers claim the event will generate in excess of 60 million dollars worth of wholesale orders and will drive well over 1 billion dollars worth of international media coverage.

“While there is myriad of activities and celebratory initiatives taking place to celebrate 10 years of Australian style and success of the industry, nothing beats celebrating the event itself. Never has there been such a talented line up of designers showing as part of the official schedule, plus many more showing in the boutique exhibitions space known as The Source @ MAFW”, said Mr Lock.

Australian Fashion Innovators presents MAFW’s Autumn Winter Collections annually in October in Melbourne, Victoria. MAFW’s Spring Summer Collections are always staged in Sydney each May.

Additional event credentials can be found at www.mafw.com.au