Monday, May 14th, 2012
In a fashion-forward move that will shine the international spotlight on WA’s creative industry, Perth Fashion Festival (PFF) will head to Singapore for Blueprint, a two day trade show at the Audi Fashion Festival (AFF) later this month.

As ‘Asia’s Fashion Trade Gateway’, Blueprint is a one-stop fashion trade show for East-West exchange, created to highlight up and coming international and Asian designers. Amongst these will be WA’s hottest design talents One Fell Swoop and one of Australia’s most coveted designers, Yeojin Bae.

“Perth Fashion Festival has provided me with the perfect introduction to the Asian market. I am thrilled to be showcasing my collection at Blueprint 2012 as a result of the relationships I built with the Singaporean fashion buyers and Blueprint trade organisers that attended PFF in 2011.” Yeojin said.

2011 was the first year that PFF Director, Mariella Harvey-Hanrahan, attended the AFF, opening the gateway to international industry peers. As a result there was significant interest in WA designers and PFF 2011 saw a selection of Singapore fashion buyers and Blueprint trade organisers in attendance. The collaborative partnership between PFF and AFF has enabled local and national designers to tap into a rapidly growing, affluent market.

“2012 marks the second year of this exciting partnership between the Audi Fashion Festival and Perth Fashion Festival. Our relationship has allowed an interchangeable flow of ideas, creativity and content between the two internationally recognized brands. With the Asia Pacific fashion industry valued at an estimated $US481 billion, this lucrative market presents a significant opportunity for the WA fashion industry. “

“We are thrilled to have the PFF contingent attending as part of the 2012 festival line up. As well as our close geographical proximity, both AFF and PFF are breaking into the international fashion landscape and I believe it is essential for us to look to each other for support and inspiration to grow and evolve as fashion capitals of the region.” AFF Festival Director, Tijn Lee said.

Mariella Harvey-Hanrahan will be joined by fellow West Australians, including renowned photographer and PFF’s international ambassador, Russell James, who will attend alongside One Fell Swoop designers Nina Ergic and Daniel Romanin.

Blueprint 2011 attracted 1,700 visitors, 253 buyers and showcased 105 brands from around the world, providing a fantastic opportunity for promising Australian designers to break into the Asian market.

PFF is focused on positioning local designers and creative talent on the international fashion stage with the aim of assisting in the creation of a sustainable and economically viable fashion industry in WA.

PFF is supported by the State Government through the Department of Culture and the Arts and Eventscorp, as well as the City of Perth. Information on PFF 2012 will be released in coming weeks.

Perth Fashion Festival 19-25 September 2012.


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Perth Fashion Festival (PFF)

Perth Fashion Festival is Western Australia's premium fashion event, hosting local, national and international designers and up-and-coming talents. The Festival’s mission is to celebrate, nurture and promote all aspects of Western Australian fashion and style.

Jen Keen
mobile: 0425651370
email: [email protected]

Sarah Roe
phone: 08 9388 0944
mobile: 0409 735 305
email: [email protected]

Tia Brazier
mobile: 0430 184 599
email: [email protected]
Jen Keen, Senior Consultant, Professional Public Relations (PPR)
P: 0425651370


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