Authentic Australian Style

I was recently asked to sum up Australian fashion for a potential Chinese based clientele. It made me reflect on the essence of Australian style both in attitude, confidence and diversity. The start of my fashion buying career with Target, saw me focus on the emerging surf brand influences, logo tees, board shorts, swimwear, casual dresses and tops for the youth market. Travelling the world for inspiration led us right back to our very own base for the best in what the world had to offer.

Twenty-five years later and it feels Australia is finally realising that we have a style authenticity of all our own. A fresh approach to design and innovation, support for emerging talent, awareness of ethical practices and better use of global supply chains. After attending  recent Melbourne Fashion Week events I was proud to see a diversity in the models, the crowd and collections from Nevenka to Rachel Gilbert  in a celebration of both wonderous and wearable fashion. Thanks to events like MFW and it’s contributors, Australian fashion looks well placed to be the influential and self-assured force it deserves to be.