New Zealand Fashion Week Unravelled

It comes and goes in an instant – and during the five day showcase of fashion of all kinds, all eyes are on New Zealand’s best making their debut onto the world stage.

Globally speaking, New Zealand Fashion Week has ever so subtly morphed into a digital highway of information – snowballing into every online avenue and collecting millions of loyal followers on the way. In New Zealand we are just starting to see this trend catalyst and challenge traditional media sources.

Yesterday, Fashion Without Borders, a discussion conference held by FINZ (Fashion Industry New Zealand) highlighted in part the digital revolution and it’s effect on the development of the industry.

Key panelist, Joanne North describes the interaction between brands and consumers online as a new dynamic:

“Now, brands are interacting with their fans, an interaction once regarded as mainly for the insiders, magazines and retailers. Fashion brands are able to place themselves in the same spaces as their consumers, and stay visible by appearing on their Facebook walls and Twitter feeds."

But despite this we are still lagging behind the rest of the world. I thought I’d take the time to see who leveraged NZFW the best through our online media:

Best blogger – this one has to go to Isaac Hindin-Miller of http://www.isaaclikes.com/ and @isaaclikes. This guy is a fashion connoisseur, and is constantly feeding back trends around the world. At least twenty blog posts tagged ‘Air NZ Fashion Week’ – he has and still continues to pave the way of our digi-fashion industry.

Best supporting sponsor – aside from the usual suspects (Air NZ, Westpac, NZ Herald), this year Smashbox @smashboxartists did a great job profiling their work during Fashion Week, actually during the week (and not afterward like lots of other sponsors!) on their Facebook - this included behind the scenes photos, and a competition run throughout August/September for a makeup artist to accompany Smashbox to NZFW.

Best emerging designer – This has to go to Celine Rita, this lovely lady is on Facebook & Twitter @CelineRita and is especially great at generating talk through competitions through tagging & liking, and generating a down-to-earth online presence. This year was her first year at NZFW since establishing in 2008 and methinks she has a great future!

Best established designer – In my opinion the younger more emerging talents are trying harder through social media to breakthrough their brands, through word of mouth. However, Stolen Girlfriends Club @stolenGFclub have made a stamp online into popular blog sites Isaac Likes and Fashion Toast, generating tens of thousands of hits, and have also created their own blog following NZFW! Check it out here.

The face of NZFW @nzfashionweek will no doubt be different again next year, especially as these key figures (and many more) will further delve the fashion industry into a digital arena, and we at markomPR cannot wait!

Written by Jess Miller