As Mercedes-Benz Fashion Week Australia kicks into gear, we speak to international buyers attending the resort collections. First up: Shopbop associate fashion director Kate Johanson.
What lured you down to Australian Fashion Week this year?
Australian Fashion Week is always enticing to us because it serves as an opportunity to discover up-and-coming labels and see firsthand what is trending in the region. Our customer already reacts strongly to the numerous Australian based lines we currently carry, making it even more of a priority to come to discover emerging talent.
What are your favourite Australian brands?
While I try not to play favorites, I’m personally partial to see what Dion Lee, Daniel Patrick, Nice Matin, Alice Mccall offer from season to season. And, of course, I will forever be a die-hard Zimmermann fan.
Do you currently stock any Aussie labels?
We proudly stock multiple Australian brands—and the list continues to grow. To name a few that we have picked up from past Fashion Week trips: PE Nation, Tome, Thurley, Nice Matin, Rye Swim, Double Ranibouu.
What are the benefits of importing Australian labels into your business?
Australian labels have the distinct ability to perfectly balance directional fashion risks with a wearable sensibility, representative of the Australian lifestyle, and an aspirational look our global customer loves. By offering an array of Australian brands across all categories—from swim and active, to contemporary sportswear and evening—we are able to establish ourselves as a trusted resource for this aesthetic.