Cue to headline consumer parades
So how does a brand like Cue, which dresses working women, prepare for a possible recession or decline in discretionary spending in 2023?
Melanie says, “We’ve been through recessions before…we have this vehicle and this machine behind us to get through those times. Women will still need to shop.
Cue’s inclusion at fashion week, which is owned by global events and talent agency IMG, says so much about the brand’s aspirations to be in front of top fashion editors, buyers and influencers. Australia and Overseas only about event organizers. ‘ imperative to expand the range beyond the traditional industry “darlings”, such as Camilla & Marc, Aje and so on.
“It’s the most commercial brand we have on the calendar, but there’s so much heritage in this Cue business, and with the Levis as well. They’re an amazing Australian fashion family,” says Natalie Xenita, vice -Chief Executive Officer of IMG Fashion Events and Properties Asia-Pacific.
Rod Levis, father of Justin and Melanie, founded Cue in 1968 after running a fashion store, Levis’s, whose in-house range was produced by none other than the late Australian fashion icon, Carla Zampatti.
Technically, this isn’t the first foray into fashion week for the Levis family, which owns a large stake in Dion Lee, which opened at fashion week, and their Veronika Maine broadcast line was doing part of the show during the first ever Australian Fashion Week. in 1996.
“Even though it’s been 55 years in business, this show will be very focused on the future and where the brand is heading,” says Xenita. “They are a great model for how we should view local manufacturing as a priority in this country.”
Australian Fashion Week presented shows for the public ahead of the 2020 event, which was canceled due to the pandemic. Other brands featured in the mainstream program include Karla Špetić, Erik Yvon, Gary Bigeni, Iordanes Spyridon Gogos and Michael Lo Sordo. An Indigenous show, sponsored by David Jones, also joins the mix, as does student show TAFE NSW and track Next Gen, whose alumni include Camilla & Marc and Bec & Bridge.
“Of course, international buyers come looking for the next Zimmermann, but there are also designers like Jordan Gogos, who get so much media interest,” says Xenita. “Showing the breadth of talent in the industry is fundamental.”
Afterpay Australian Fashion Week runs from May 15-19
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