Business

Australia's Best Export Might Just Be Fashion

While Indian fashion designers are content to be designing bridalwear and Bollywood costumes, Australian fashion is having a major moment in the US. As New York Fashion Week takes the city by storm, there's no shortage of Aussie designers who choose to show on the official calendar - and have become cult-favorites of editors, buyers and shoppers, alike.

"It's hard to generalise on Aussie fashion but I think there's a certain spirit to it that is really attractive," Laura Brown, editor-in-chief of InStyle and native Aussie, said. "Whether it's colour, pattern or just a dress that makes you feel really pretty, it just feels kind of…freer. Just look at a brand like Zimmermann. They started with swimsuits and now look at them. Their pieces quickly become a go-to. They make you feel like the prettiest version of yourself. You're never lost in Aussie fashion."

Dion Lee, another Australian brand that has a sweet spot for Manhattan, is known for intrinsically casual and cool silhouettes. Tome is yet another well-recognised NYFW regular that has an ultra feminine and laid-back aesthetic from - you guessed it - Australia. On top of all this, more retailers are stocking up on newcomers from the country. Moda Operandi has shoppable trunk shows pegged to Australia Fashion Week and both Net-A-Porter and Revolve have opted to sell newer brands hailing from Oz.

Colette in Paris and Fivestory in New York have been quick to pick up the country's coolest labels and just this summer, the Australian Fashion Chamber brought its official showroom of designers to New York City for the first time.

"In my view, the biggest hurdle the AFC has internationally, is to raise the profile of Australian fashion and change the perception of what Australian fashion can be," says Courtney Miller of the AFC. "Locally, it's all about how we help new emerging brands build their businesses in a really challenging fashion world with fast fashion, technology changes and a pace that just gets faster and faster".