All set for fashion spectacular

Press, 3 July 1985, Page 12

All set for fashion spectacular

In vogue

Paula Ryan

An innovative fashion export concept is being masterminded by an expatriate New Zealander who lives and works in Melbourne, Australia. Nola Byrne, better known in New Zealand as Nola Kelleher, was involved with fashion in this country for 25 years. For the last 10 years, Nola has had her own fashion agency in Melbourne, handling high fasion quality ranges from Europe. On her regular trips back to New Zealand, keeping in touch with family and friends, Nola has become increasingly aware of the escalating quality, design talents, and creative designs of New Zealand fashion. With great enthusiasm she has set ahput putting together an impressive designer presentation for the Australian market, with garments for the next winter season from Betsy Ruff, Marilyn Sainty, Patrick Steel, Rage, Gaye Bartlett, Rosaria Hall, Barbara Lee, Kim Maxwell, Konstantina Moutos, Bernadette Mathieson, Margaret Milne and Brigid Brock. In Nola’s original proposal to the invited designers she wrote: “Although New Zealand clothing manufacturers are now creating a strongly favourable impression on the Australian market, there does

not seem to be a clear idea of the depth of talent existing among young designers in New Zealand. “As a means of introduc-

ing New Zealand fashion designs, in a manner which will get the trade and the press as excited about these developments as I am, I

propose to present the ranges of new designers in fashion parades to be held in Sydney and Melbourne in August.”

From 200 to 250 guests will see the shows. These will include senior personnel, controllers and buyers from the top Australian de-

partment stores, and owners and buyers from the best known boutiques throughout Australia. The trade press and fashion writers from such publications as “Vogue” and “Mode” will be attending, as well as the daily newspapers and women’s magazines. These presentations, plus subsequent showings for the individual buyers, will be held at prestigious venues and are being sponsored by the New Zealand Consu-lates-General in Sydney and Melbourne. The New Zealand Department of Trade and Industry will provide assistance. As long as an extremely high standard of clothing is presented, the New Zealand Government will assist with printing costs and promotional material, with catering and ancillary entertainment. The designers are contributing a proportion of the costs of the parades, probably about $3OOO, unless sponsors are found, according to the Department of Trade and Industry, in Christchurch. They will also be expected to pay for their own fares and accommodation, and about $B3O for their own designer sheet. The showings aim to have real impact, with exciting visual impressions. Top models will be used, and high quality audio and visual effects are planned. The New Zealand designers will all be attending the parades and the sales appointments the next day. The purpose behind Nola Byrne’s concept is that the parades are not just vehicles to show clothes, but more importantly, to sell. This should create, for the companies involved, the basis for a substantial and ongoing export market. Each designer will show

from 12 to 20 garments, and it is expected that these designs should be quite unique and outstanding in design, colour, and in coordination. The co-ordina-tion of each garment will be its designer’s responsibility, as will be the provision of exactly the right accessories.

Colour is being rated highly although some designers will have neutrals in their ranges, the designers have been asked to provide garments for the parades in vibrancy tones that will Kide the stunning effect Byrne envisages. The sample ranges are to remain in Australia during the selling season for follow-up ordering. It certainly seems appropriate that a New Zealander is masterminding this composite approach to the Australian fashion market. She has contributed very sound advice to the participants. Her close association with the Australian fashion market has enabled her to choose designers she knows will fill in the gaps in the Australian market.

The problems of customs, air freight and all the attendant difficulties of‘moving a large volume of garments from one country to another have all been simplified in the introductory brochure for the participants. It is an exciting challenge to the contributing designers and the whole fashion industry will watch with interest the results of this concerted challenge to the Australian market. It could well become a giant step forward within New Zealand’s export industry.

I will be attending the opening in Sydney, observing and reporting for “Fashion Magazine,” and for the New Zealand press.