Industry week cuts to the fashion chase

THE fashion industry's premier annual event will have a radical makeover next year, throwing open its doors to shoppers for the first time.

Once the preserve of industry insiders, Mercedes-Benz Fashion Week Australia will launch a weekend event for fans, and an online store where select looks can be bought seconds after they hit the catwalk.

Plans for next year's event, to be released today by owner IMG Fashion, will reveal an evolution in keeping with the increased power of the consumer and the rise of livestreaming, social media and online shopping.

IMG Fashion director of brand strategy Elle Turner said: 'We're leading the way with digital initiatives. We have to respond to the industry and the way digital is changing the way that people view runway shows and ultimately consume (fashion).'

The traditional trade and media event will be reduced from five to four days, a move that many in the industry will consider overdue. The five-day event was criticised for being padded out with young and underprepared designers.

At the end of the industry event, the new Mercedez-Benz Fashion Weekend Edition will be held, a consumer event featuring edited catwalk presentations and styling sessions.

IMG Fashion representatives would not confirm or deny whether this new element would cannibalise the Sydney Fashion Festival event later in the year.

Perhaps the biggest innovation for the event is the launching of an e-commerce platform for participating designers to create a limited-edition capsule collection. As their show hits the catwalk and is livestreamed online, those items will immediately be available to purchase online.

Individual designers have previously explored similar 'shop the runway' ideas, but this is believed to be the first time a fashion week has attempted such a concept.

At this year's event, Ginger & Smart offered one limited-edition dress for sale from catwalk to consumer, which sold out within five days.

Alexandra Smart, co-founder of the brand, is undecided whether to join in a group e-store, but said: 'I suspect people will play around with the concept.'

Fashion Week, April 6-10; Fashion Weekend Edition, April 12-13