Opinion / Natalie Theodosi
Looking outwards
Australian Fashion Week made a return to Sydney this week for the first time since the country opened up to international travellers. Unsurprisingly, it has taken on a bigger role than merely presenting Australian designers’ latest resort collections. The five-day event, which closes today, has encompassed 50 shows and an engaging series of talks by designers. More broadly, however, it has helped to renew Australians’ sense of optimism and appetite for creativity after a challenging few years of insularity.
There was plenty of young talent to get excited about, including tailoring label Clea, while the event’s first plus-size runway probed the issue of representation in the industry. There were also higher-profile shows by the country’s established brands, such as Aje and St Agni (pictured), both of which managed to grow their international businesses amid the pandemic. Aje founders Adrian Norris and Edwina Forest recently debuted a pop-up boutique in London department store Harrods, all executed remotely, while St Agni now works with global players such as Net-a-Porter and Farfetch. St Agni director Lara Bluett tells me that, as difficult as the past two years have been, the logistical challenges that they presented also helped to “strengthen our relationships with our global wholesale partners”. The goal now, she says, is “to bring inspiration from outside our physical borders to our Australian customers, while also growing abroad”.
With the future in mind, the state government of New South Wales has set a goal of making Sydney “the events capital of the Asia-Pacific” region within this decade. The international success of labels such as St Agni during a time when Australia was closed off shows that fashion brands can build global businesses and grab attention even without having to make their way to a big European capital. Sydney might not yet have the convenience or gravitas of Paris, say, or Milan but it’s quickly becoming a go-to hub for resortwear, which seems to sum up Australia’s sunny, optimistic spirit rather well.