Last week saw the fifteen year celebration of Rosemount Australian Fashion Week. And what a celebration it was. I had the opportunity once again to work with IMG as a sponsorship host and look after the event sponsors for the duration of the week.
I was incredibly interested to see who would have the strongest presence in the front row this season, would it be the often very glamorous glossy magazine editor or the unassuming and awkward fashion blogger.
Much to my surprise it was the blogger who was seen at every show and frantically transferring images from the iPhone to the mac and within seconds, posting it on their blog for the world to see.
It was quite amazing to watch this new force within the industry juggle an iPhone, camera and laptop all at once whilst also twittering on the collection being presented. This week solidified the fact the fashion blogger is the flavour of the month for the fashion industry.
Also present were the editors, more so team Vogue than the other publications, alas they were also absent from the famous Rosemount VIP Wine Bar, where in seasons past they would be seen chatting to the designers and celebrity guests.
I must admit I am happy to see a turn-around in the ranks of whom now influences the general public on fashion, I feel the point of view from the blogger is mostly uninfluenced and often more honest.
All in all the week was a fantastic experience, and incredibly well executed by the IMG team. With over sixty one shows running back to back and approximate twenty thousand visitors the week that was can be labelled a success... That is until next year.
by Adam Grant
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