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The Australian Five Present Their Collections in New York City

January 28th, 2012

Five of Australia’s most promising young designers showcased their collections on Thursday, at a private cocktail event held at the Crosby Street Hotel in New York. It was an opportunity for the five designers: Michael Lo Sordo, Kym Ellery, Magdalena Velevska, Christopher Esber and Kym Ellery to showcase their Fall/Winter collections to U.S. buyers and press.

New York’s top tier press and fashion industry executives viewed the presentation, which was the culmination of The Australian Five program – a joint effort of Woolmark and the Australians in New York Fashion Foundation (AINYFF). The program was part of G’Day USA – an annual initiative designed to promote Australian business in the USA.

“The Australian Five is focused on bringing the best of Australian design and putting them in front of New York‟s best fashion editors, stylists and buyers,” explains Woolmark CEO Stuart McCullough. “The people who have come together to support this project is a testament to the value of both Australian designers and the Merino fibre in the international market,” says Rob Langtry, Global Marketing Director of The Woolmark Company.

At the cocktail event were AINYFF’s Malcolm Carfrae, Richard Christianson and Julie Anne Quay; Victoria‟s Secret model Shanina Shaik, daughter of the former Australian Prime Minister Katherine Keating, Aussie actor Emma Lung, photographer Sante D‟Orazio, Argentinian model and “It girl‟ Tati Cotliar and Calvin Klein designer Kevin Carrigan.

Check out all of the photos below.

Adrian Erdedi

The Australian Five – G’Day USA 2012

January 12th, 2012

The Woolmark Company, in partnership with the Australians in New York Fashion Foundation, recently announced The Australian Five initiative in New York City.

Five of Australia’s most talented fashion designers – Christopher Esber, Fernando Frisoni, Kym Ellery, Magdalena Velveska and recent SOYA winner, Michael Lo Sordo are taking their incredible collections to New York City for a unique program at the Crosby Street Hotel on January 24th to 27th. The program is part of the G’Day USA initiative – an annual program designed to showcase Australian business capabilities in the USA – Australia’s largest trading and investment partner.

“The Australian Five is focused on bringing the best of Australian design and putting them in front of New York’s best fashion editors, stylists and buyers,” explains Woolmark CEO Stuart McCullough.

“The people who have come together to support this project is a testament to the value of both Australian designers and the Merino fibre in the international market, and to the important role expatriate Australians play is spreading the word to international markets of some of our unique talent and products”, says Rob Langtry, Chief Strategy and Marketing Officer of The Woolmark Company.

“This is a unique opportunity for New York opinion formers to view the work of five talented young Australian fashion designers in a very intimate and close-up setting, meet the designers and really see the fabric innovation and design skill” added Malcolm Carfrae, Co Founder of the Australians in New York Fashion Foundation.

The program will present a multitude of opportunities for the designers to forge relationships with key members of the American fashion industry. Beginning with an educational seminar hosted at the Australian Consulate, industry greats such as Harper’s Bazaar USA Editor-at-Large Brana Wolf and Features/Special Projects Director Laura Brown, Founder and Creative Director of Chandelier Creative Richard Christianson, V Magazine and AINYFF’s Julie Anne Quay and Malcolm Carfrae (also Executive Vice President of Global Communications at Calvin Klein). This incredibly influential people will be some of the many experts on hand to guide these designers towards their dream of cracking the lucrative US market. The program will culminate with an exclusive cocktail party and live model presentation on January 26 at the Crosby Street Hotel.

Nancy Pilcher (Editorial Director-At-Large, Conde Nast Asia Pacific) is taking on the role as mentor, assisting the designers to present their brands flawlessly to the US market.

G’day USA celebrations are managed and produced annually by the Department of Foreign Affairs, Australian Trade Commission, Tourism Australia, Qantas Airways and the State Governments of New South Wales, South Australia, and Victoria. DHL will support The Australian Five through preparing them with high quality, reliable export and import services.

www.merino.com // www.ainyff.org // www.australia-week.com // www.wool.com.au

MORE ABOUT THE DESIGNERS

Fernando Frisoni


Fernando Frisoni AW12/13 is based around ideas of strength, versatility and competitive instinct. The collection, titled Stadium, draws reference from the functionality and form seen in the sports arena.

Designs brought to life by a rich wool textures, effortlessly and a sexy and considerate take on the luxury sport aesthetic resulting in garments which are both chic and highly wearable.  The collection stays true to the Fernando Frisoni philosophy which encapsulates casual sophistication whilst celebrating minimalism and uncomplicated silhouettes.

Magdalena Velevska


Magdalena Velevska’s AW12/13 collection has been designed and driven through the use of innovative textiles, and applying these in contemporary yet wearable ways.

Sequin wool felting is a feature of this collection. A felting technique is used to connect a fine Merino wool jersey with silk georgette which swiftly provides a unique sequin shine. The fabric is than further embellished to add spark and take the development out of an androgynous feel into a luxurious territory.

Five pieces of extraordinary knitwear made from 100% merino wool yet look like intricate lace are a feature of Velevska’s AW12/13 collection.

The knitwear is three dimensional in texture and uses a blend of two different yarns to achieve the unique effect – one flat and smooth, the other more textured and bulky.

Michael Lo Sordo


Michael Lo Sordo’s AW12/13 collection, ‘Gold Rush,’ is comprised of a sophisticated colour palette - black, midnight blue, olive, cognac and of course gold.

The finest of merino wool’s is set alongside boiled wool and felts, waxed silks and viscose, soft nappa leather – all creating dynamic changes in appearance and feel.

Lo Sordo has also developed by hand a state-of-the-art foiling technique – using wool’s inherent property to absorb heat, gold is manipulated into the wool fabric with heat, creating an imperfect but yet perfect design finish. Rare manual finishing techniques and creative uses of multiple textiles is a signature of Lo Sordo’s that shows the utmost innovation, and understanding of modern style.

Christopher Esber


AW12/13 for Christopher Esber is all about examining the essence of couture shapes, about looking at the points on the body where volume sits then contouring other areas to give a sense of dynamic, sports inspired, panelling and a rapid sense of urgency.

AW12/13 see’s Esber play with a woven wool and mohair fabric that brings texture and drama into the pieces and also features bonding of wool felts onto leathers for reversible classic pieces from outerwear to the staple dress.

Kym Ellery

Ellery AW12/13 is filled with a multitude if aesthetic wonders.

As the seasons have ticked by, so have the challenges that Ellery has adopted to give the range a touch of something thoughtful and intriguing. Time after time Ellery has mastered many different techniques which cross the boundaries of conventional garment design.

AW12/13 brings a new masterpiece to the fore with an exciting relationship forged between fine Australian Merino wool and lurex to create knits which enchant and devour the body. This intricate knitted fabric is then put through a fusing process to bond it to the inside of leather so that the garments are fabric lined and feel luxurious next to the skin.

www.AdrianErdedi.com

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Michael Lo Sordo Wins Prestigious Qantas Spirit of Youth Award

January 10th, 2012

As if 2012 wasn’t already looking promising for the young talented designer, Michael Lo Sordo.

Today Michael took home the very prestigious Qantas Spirit of Youth Award, which will now see him receive $10,000, flights with Qantas and a mentorship for one year with the adorable girls from Zimmermann, Nicky and Simone.

Michael Lo Sordo was recently selected as one of five very special Australian designers jetting off to New York in just over a week with The Woolmark Company, which is in partnership with the G’Day USA initiative. Over there, they will get to showcase their designs on a global scale, with enormous potential for each of the designers and their brands.

Easily one of Australia’s finest designers establishing himself in Australia, 2012 really will be a big year for Michael, and I know for a fact everyone will be supporting him and his incredible talent for many years to come.

Congratulations Michael!

Adrian

Woolmark Treasure Hunt at Westfield Sydney Campaign Launch

July 8th, 2011

On Thursday afternoon, I was thrilled to be one of a select group of Sydney’s fashion bloggers, gathering at Westfield Sydney to celebrate the launch of the Find Fashion By Feelings Campaign. Myself and other fellow bloggers scoured across the shopping centre following clues Tweeted out from www.twitter.com/welovewool #woolmarktreasurehunt and gathered treasures along the way.

I get invited to many events… but boy this one was the best by far!  Running around Westfield Sydney with my partner in crime Sydney Fashion Blogger, Antoinette Marie, following clues posted on Twitter, to find hidden balls of wool in the centre was incredible, fast paced and fabulously exhausting fun! But well worth every second of it.

It’s creative events like this that make campaigns successful.  They fused the raw fibre and social media together seamlessly!

In this instance, treasures didn’t take on the form of pots of gold or buried diamonds, instead we all pieced together clues to find little knitted balls, some embellished with beads and cute little pom poms!

The Woolmark Blogger Treasure Hunt marked the launch of the Find Fashion By Feelings campaign which has been created to engage fashion lovers from around the world on an emotional level, the ‘Find Fashion By Feelings’ Campaign asks the fashion savvy to post, tag and promote their style and share their love of wool.

From the UK, USA, Europe, Australia & New Zealand, ‘Find Fashion By Feelings’ is an interactive campaign which asks fashionistas to show how their look makes them feel.

What a fantastic day I had – and I have to say now as I type this, I’m completely buggered! Who would have thought running up and down the marble floors of Westfield Sydney could be so tiring?! I’d hate to think what it was like for Sydney Fashion Blogger who was in high-heels!!

Check out the campaign on www.fashionbyfeelings.com and read all about the competition in the post below.

WE LOVE WOOL! Find Fashion By Feelings

July 7th, 2011

Today, Australian Wool Innovation (AWI) launched ”Find Fashion by Feelings” and will run from July 7th to September 30th.

Fashionistas are invited to upload a picture of themselves wearing at least one piece of wool clothing which best describes any of the following ‘feelings’ :

Happy, Seductive, Cute, Beautiful, Nostalgic, Natural, Chic, Powerful, Loved, Dark, Active and Unique.

So what will the lucky entrant win?


The Grand Prize if the Winner lives in Australia includes: A $3,000 Westfield Shopping Gift Card, 6 nights in a 5 Star Sydney Hotel, domestic airfares (if needed), a visit to a Merino Farm (The visit will filmed and the video showcased online afterwards), a $6,000 Travel Voucher, 2 pairs of EMU Australia boots, a personal styling for the Winner and a dinner for two in Westfleld Sydney. How awesome is that!

There are also 12 weekly Prizes of a EMU Australia Prize Pack consisting of apparel and footwear, valued at $400 each.

A little background on Woolmark:

We all know the Woolmark brand is one of the most recognised textile symbols in the world. A product bearing the Woolmark logo indicates that it has been independently tested as a high quality woollen product with guaranteed fibre content.

The logo on a product provides consumers with an assurance of quality. AWI invests heavily in research, development and marketing along the global supply chain for Australian wool, from Woolgrowers, through to retailers.

Australia produces the finest Merino wool in the world. 100% natural, biodegradable & sustainable.

GET INVOLVED BY JOINING: www.facebook.com/welovewool

OR BY VISITING THE WEBSITE: www.WeLoveWool.com