Australian Fashion Clicks
Fashion designers have found a new avenue to promote their products—going beyond the four walls of their shops.
Having an online shop is not just an option these days but has become a requirement when designers set out to open shop. Online shops go hand in hand with physical stores and are far reaching.
At the Mercedes-Benz Fashion Week Australia that started last April 30, 2012, local designers, David Jones and Myer were joined by buyers of online stores including ASOS, Moda Operandi, and Shopbop. Local designers are joining the bandwagon to take advantage of online consumer marketing.
Moda Operandi, a retailer known to carry luxury brands was seen at the We Are Handsome show, together with My Wardrobe and Shopbop. We Are Handsome specializes in designer swimsuits and swimwear.
Members of Moda Operandi can preorder items as seen from the runway show. According to We Are Handsome co-designer Jeremy Sommers, online stores have now become the biggest stores globally.
The We Are Handsome runway showcased print-heavy designs that boasted animal prints including eagle, lion, zebra and jellyfish-digital designed swimsuits. Other printed designs include city skyline and roses while one-piece suits featured scoop necks and backs.
These eye-catching designs have caught the attention of prominent fashion icons Jessica Biel and Nicki Minaj. My Wardrobe’s Asia-Pacific Region Head, Madeleine Allman only have high praises for We Are Handsome’s newest collection.
Jenny Fuchs of Shopbop found that Australian labels fit her site’s contemporary appeal saying that Australian designers create “effortless and chic, and easy to wear” designs that draw the interest of its members.