NATIONAL: Tight scheduling deadlines mean the inaugural instalment of Swim Fashion Week @ Sanctuary Cove will be dominated by domestic players.
Tipped as the Asia Pacific's answer to Mercedes-Benz Fashion Week Swim in Miami, which services industry swimwear buyers and media in the northern hemisphere, the trade event is unlikely to feature southern hemispherical brands outside of Australia.
High-profile label Zimmermann will open the February 25 - 28 showcase, with Anna & Boy, Hotel Bondi Swim, Flamingo Sands, Seventh Wonderland, Wahine, 2 Chillies, Watersun, Inikib, White Sands and Lisa Blue also believed to be taking part. Californian-headquartered brand Ed Hardy will be the only international brand to grace the event's catwalk.
Organiser IMG Fashion Asia Pacific announced the launch of Swim Fashion Week @ Sanctuary Cove during a media conference in late November 2008 and opened registrations in December. The timing meant that, with now just one month out from its inauguration, major international buyers had yet to confirm their attendance at the event and "tentative" confirmations had been received from Australian department stores Myer and David Jones.
It is understood IMG Fashion Asia Pacific was currently working with the Australian Trade Commission to boost the number of delegates from Asia. A representative for the firm said because the event was in its first year, it was expected to draw largely Australian industry buyers and designers.
The representative also confirmed a naming rights sponsor had yet to be locked in and that luxury developer Mulpha Australia, owners of Sanctuary Cove, had the heaviest investment in Swim Fashion Week.
Haircare provider John Frieda had been confirmed as a sponsor for the event with three makeup companies currently in negotiations with IMG Fashion Asia Pacific.
Unlike Rosemount Australian Fashion Week, participation fees for Swim Fashion Week included hair, models and makeup services.
Melbourne-headquartered swimwear label Flamingo Sands said it was "close" to finalising its attendance at the trade show, with the hope of securing further stockists in Queensland and Asia. The brand has 100 over 100 domestic accounts and 35 international clients.
Company director Nicky Roswell said participation fees were competitive to other trade shows - a bonus in tough economic times.
"It's also important for us because the event offers a more targeted approach at the swimwear market and at the right selling season," she said. "We're looking to really grow our account base in Queensland and of course throughout Asia."
Roswell said the brand had been approached to take part in IMG's Miami swimwear show but that conditions in the US market made it "incredibly tough" to attend. Flamingo Sands signed agents for the New York and Los Angeles markets last year but has since terminated both.
"In that sense, the timing for a swimwear trade show in Australia is perfect for us because we're looking to grow [regionally]. The UK market is also performing really well for the brand at the moment and we're looking at an approach into Europe in the future."
Byron-based swimwear label Lisa Blue has also leapt at the opportunity to broaden its wholesale base in Australia through the local trade showcase. Launched over spring/summer 2008/09, the brand currently has five clients in Queensland, five in New South Wales and an online store.
Operations manager Ilya Davis said its spring/summer 2009/10 collection would be comprised of 35 to 40 pieces with prices ranging at $170 to $180. Manufactured in Australia using high-quality Italian fabrics, the brand donates 25 per cent of its net profits to the Australian Whale Conservation Society.
"The show fits in perfectly for us because it's in line with the swimwear selling season but we're at a stage now where we feel comfortable taking part in a trade show," Davis said. "We eased into our first season with a small number of stockists and now we're looking to grow our base in Queensland and build publicity for the brand."
Swim Fashion Week @ Sanctuary Cove will comprise of designer catwalk shows, exhibitions and on-site sales showrooms.
By Assia Benmedjdoub