Fashion Bloggers, stylists, and magazine editors were among the first to catch a glimpse of six new Australian fashion brands making their U.S. market debut at a Fashion Installation hosted by fashion visionary retailer Bene Rialto. Guests celebrated the close of New York Fashion Week with Australian wine and a fashion installation featuring six Australian contemporary womenswear brands: Magdalena Duma, Elle Zeitoune, The Shanty Butterfly, Clarissa Avenue, Pelle d’Arte, and Nest of Pambula jewelry.
New York, NY, USA, February 27, 2015 — Fashion Bloggers, stylists, and magazine editors were among the first to catch a glimpse of six new Australian fashion brands making their U.S. market debut at a Fashion Installation hosted by fashion visionary retailer Bene Rialto. As guests sampled Australian wines and sushi and celebrated the close of New York Fashion Week, they viewed a selection of styles from six Australian contemporary womenswear and accessory brands, presented on live models: Magdalena Duma, Elle Zeitoune, The Shanty Butterfly, Clarissa Avenue, Pelle d’Arte, and Nest of Pambula jewelry.
After selling online to U.S. consumers and fielding requests from U.S. retailers interested in stocking their styles, the six Australian brands opted to make an official entry into the U.S. market during the New York Fashion Week and ensuing Fashion Market, as buyers and media from across the country stream into New York. Elle Zeitoune, one of the top-selling online brands in Australia, features structured cocktail dresses and gowns that perfectly balance classic femininity and cutting-edge design. Original digital prints and innovative styling are redefined in versatile, day-into-night dresses by Clarissa Avenue and sportswear-inspired separates and flowing dresses by The Shanty Butterfly. Leather, as a design medium, is reinterpreted as lingerie-inspired, lace-trimmed leather slip dresses and fur-trimmed jackets at Magdalena Duma, whereas at Pelle d’Arte, it is the main story, retold in colorful, studded, well-constructed versions: quilted handbags and structured clothing, rainbow and tie-dye colorful leather jackets and tops, and statement-making boots and clutches. Nest of Pambula’s jewelry combines colorful graphics with simple shapes, to create everyday favorite jewelry pieces…
“These Australian brands have that perfect combination of interesting design, wearability, and an accessible price – I see a great potential for them in the U.S. market,” says Eveline Morel of Emblem Showroom, one of the event producers. “The reaction from everyone has been overwhelmingly positive, so far.” The “Australia in New York” event, a co-production of Emblem Showroom and Australian fashion marketing event producer, Styleway Group, combines a three-prong approach for launching new brands: press and media exposure, retail buyer introductions and wholesale market participations, and consumer exposure through social media and trunk shows.
The two-week-long event is presented in collaboration with Bene Rialto, whose five-floor innovative retail, showroom, and educational platform provides an excellent launching pad for new and emerging brands. Located in the heart of New York’s garment district, Bene Rialto is quickly becoming the premier destination for discovering and shopping emerging fashion talent. “Our unique marketplace provides select showrooms and brands an opportunity to meet, showcase, and sell to the most influential fashion retailers and ambassadors in the heart of New York’s garment district,” says Bene Rialto CEO Caryn Neary. “We are excited by our partnership with Emblem Showroom to introduce these talented Australian designers to the U.S. Market and to be creating this new and innovative experience for retail buyers, media, and customers,” says Neary.
Over 30 stylists and New York bloggers attended the fashion installation at Bene Rialto In addition to the six Australian brands, five other collections from emerging U.S. designers were also showcased, for a fashion-packed evening. The collections are available for viewing in New York through March 3, after which they will be in Los Angeles, for West Coast presentation during Los Angeles Fashion Week and Fashion Market.
ABOUT “AUSTRALIA IN NEW YORK” AND EMBLEM SHOWROOM:
“Australia in New York” is a seasonal launch event for Australian brands, co-produced by Styleway Group in Australia and Emblem Showroom in U.S.. The launch events combine press and media showcases, wholesale buyer presentations, and consumer trunk shows and pop-up sales. Located in the heart of L.A.’s fashion district and bringing over 15 years’ experience in retail, design, and business management, Emblem Showroom is a full-service fashion showroom focused on building strong brands through an integrated marketing, communication, and sales approach. Emblem Showroom provides all the necessary services for emerging designers and brands seeking to expand their sales in the U.S. Market. www.emblemshowroom.com | www.styleway.co.au.
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