Economy no barrier to Australian Fashion Week

A model has her hair styled backstage ahead of the Camilla and Marc show at Rosemount Australian Fashion Week. Photo / Getty Images

Snubbing economic doom and gloom, Australian designers are determined to continue frocking up and downing bubbly at this year's fashion week.

Despite the absence of big names such as Akira, Easton Pearson and Alex Perry at Rosemount Australian Fashion Week, its founder Simon Lock says 2009 is shaping up to be strong year.

He says it's important for the event to go ahead in the face of economic uncertainty to showcase the Australian industry.

"It generates consumer interest in what we're doing," Mr Lock told AAP last week.

"With consumer confidence not being as strong as perhaps as it has been over the last few years, there's only so much disposable income in each household.

"The fashion industry needs to stand up on its soapbox and say 'hey look at me, come and spend money with us'.

"This week allows us to stand on our soap box."

There are 45 shows this year, down 20 per cent from 2008, he said.

But plenty of Australia's fashion darlings will be in Sydney from today, including Sass and Bide, Willow and Jayson Brunsdon.

"As is the case every single year, there's always half a dozen major designers who we'd always like to show but don't for all sorts of reasons," Mr Lock said.

"(But) there's a really good mixed schedule this year that I think the industry is excited about."

Mr Lock says the smaller line-up shifts the spotlight to up-and-coming designers such as Dion Lee, TV and Gary Bigeni.

About 150 international delegates have registered for fashion week, which Mr Lock says in an indication of how the Australian fashion scene is perceived overseas.

"People are willing to make the investment and travel all the way to Sydney ... and they're doing it for one reason and one reason only, and that is because the designers showing on our schedule are great designers."

And perhaps most importantly, fashionistas need not worry about missing out on a glass of bubbly thanks to the event's sponsors.

"The last thing we need to worry about is cutting corners in that area, which is very pleasing," Mr Locke said.

- AAP