Arts

Fashion finds new fields

By Alice Birrell and Adam Skibsted

In a notoriously competitive industry, Australian designers are straying away from the well-worn runway to find new ways to capture audiences. This week’s International Motor Show sees up-and-coming talent and established designers team up with key players in the motor industry to put on a series of unusual parades.

Amid fears for the future of the smaller sister of Australian Fashion Week, the Trans Seasonal collections, designers are being forced to get creative to attract attention when the rest of the world is looking to the European catwalks for the Spring/Summer 2008 collections.

Young labels Ruby Smallbone and Silence is Golden along with Zimmermann are showing the latest offerings from their Spring/Summer 07/08 collections in a less than conventional venue to help build their brands back home.

The collaboration with the motor industry is seen by representatives from both industries as an unique opportunity for Australian businesses.

Jenni Ellard, promotions manager for the event, explains the unusual choice to show women’s fashion to a predominantly male audience as part of the motor industry’s efforts to expand their audience. “It’s not only about the guys, we want to make the event more accessible for women. It’s something to relate to and it’s a bit of a bonus."

This is the second year that the motor show has included fashion parades, after Carla Zampatti and Nicola Finetti held shows last year. However, Mark Mathot from the Australian International Motor Show says, “There’s actually a long and glorious history of car-makers and fashion designers working together. In the 1980s one of Australia’s most respected designers, Carla Zampatti, teamed up with Ford to design a Ford Laser. Fashion and cars are both ultimately very visual industries.”

Kelvin Tram, the designer behind Silence is Golden, who showed his collection with Kia on Thursday night, is an advocate of unconventional style, which he feels is creatively important to the industry. “You can’t always measure the benefits of something like this for your brand, but positive ideas are always great to try and as a young label we love to explore interesting avenues."

Ruby Smallbone, who partnered with Peugeot, is known for her innovative approach to fashion. She showcased her original Spring/Summer 07/08 collection in a short film entitled Hide and Seek earlier this year.

Collette Dinnigan has also participated in the event by dressing Audi’s promotional models.

The Australian International Motor Show is being held at the Sydney Convention and Exhibition Centre in Darling Harbour from October 11-21.