Camilla Franks was not the first designer this week to look overseas for inspiration, but she was the first to take the fashion pack on a tour. Marrakesh, Santorini, Monaco Portofino - the queen of the kaftan showed a collection to suit any holiday location.
While our designers are looking globally for ideas, international buyers are focused locally.
Among Fashion Week's 100-plus international visitors are buyers from 15 countries including Indonesia, the US, the United Arab Emirates, Russia and Britain. IMG Fashion and Austrade estimate the week, which wraps up tonight, will generate $200 million in exports. The US boutique chain American Rag Cie has been a big supporter of Fashion Week since the early days, buying from the then new-kids-on-the-block sass & bide and Ksubi (then Tsubi). This year it will place orders with more than 25 Australian designers, including Kirrily Johnston, Thurley and HotelBondiSwim.
"Buying from Australia gives us a competitive advantage over other stores in the US. We take delivery of what we buy now in November, which is at least eight weeks before most stores in the US are taking delivery of their summer stock," said Mark Werts, its founder and chief executive. "We are not here for charity. Australian fashion is profitable for us."
Simone Zimmermann, one half of the Zimmermann label, says the business has changed dramatically since she and her sister Nicky showed at the inaugural Fashion Week 13 years ago. Today 50 per cent of their wholesale clients are international buyers, and they are moving into Russia via the Moscow boutique Cara & Co.
Melanie Cutfield is another local designer faring well. Jakarta's Velvet boutique ordered 100,000 items last season and was back again this week for more. Cutfield has also picked up The Jackson in London as a stockist and is negotiating with Net-a-Porter.com, one of the most successful shopping websites.
-Kellie Hush
(Photo by Edwina Pickles for SMH)