The regal approach was taken by former politician Julie Bishop in a custom Carla Zampatti gown last week, while receiving Japan’s Order of the Rising Sun from Emperor Naruhito in Tokyo.
“This is for the contemporary customer and people who appreciate Carla Zampatti,” Schuman says. “We always deliver to our pocket.”
Making money is as important as making dresses, with many businesses struggling in a tough retail climate. Along with focusing on to their core Australian customer, Schuman is looking at international markets.
“We have engaged international buyers and are at the beginning of that journey. It would be great to see Carla Zampatti in department stores overseas.”
The purpose of Australian Fashion Week is bringing those buyers here. International interest in the event is still strong according to organiser Natalie Xenita, IMG managing director for Australia and New Zealand.
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“There’s still an appetite to visit Australian Fashion Week because it’s unique on the calendar with most designers showing resort collections,” Xenita says. “We acknowledge that it’s a tough climate out there for many labels.”
Many prominent labels are absent from the event, including Bianca Spender, Zampatti’s daughter. Finding sponsors to support runways shows has been challenging.
The Carla Zampatti runway show is sponsored by Porsche while Michael Lo Sordo received a fragrant cheque from French perfumer Creed for his Tuesday night show.
“For younger designers, sponsorship is everything,” says Lo Sordo. “We don’t have the marketing budgets of bigger brands to bring the brand to life and create buzz in a busy week.”
“The most important role that being a part of fashion week plays is putting our brand at the forefront of both local and international buyers and the media.”
For Schuman, the Carla Zampatti show be something more. “This is really for mum,” he says.
“Mum will always be the guide for what we do.”
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