KEY POINTS:
Dear Fashion Week,
We've now been seeing you for seven long years. And we recently read most marriages that end in divorce do so after around 7.2 years.
Which makes us worry. Are we - the nation and its fashion industry - on the verge of developing a
seven-year itch? Are we getting scratchy, wanting to flirt with someone else, maybe someone more glamorous and international?
There's no doubt that our relationship with you has changed over the years. It's gone from an adolescent affair, when every gesture was seen through rose tinted glasses and Fashion Week could do no wrong, to a more mature relationship.
But we still like it when you come around every spring. And our relationship remains very passionate.
One marriage counsellor, addressing the issue of the seven-year itch, reckons the best thing for a couple to do to solve this problem is to communicate effectively and stop taking one another for granted. Which is why we've decided to sit down and work out exactly what we love, and what we don't like so much about you. We're still not quite sure where we're going together but we know we'd like to try.
WEARING THE CLOTHES
The clothes are perhaps the most lovable element of this mutually beneficial arrangement of ours. After all, if they happen to be obvious rip-offs from overseas runways or if they're ugly or strange, well then at least everyone gets a jolly good laugh. And if the clothes are beautiful or intellectually stimulating, our hearts start pounding. That's because we know we're watching popular culture evolve, or art being made in front of our eyes on the catwalk.
We'd also like to compliment you on the way the runway shows have changed. Sure, there are still gimmicks on the runway but they seem to be a lot cleverer these days. And that's another thing that's changed. In the early days there were hideous styling errors. So provincial, darling! We are pleased to see that New Zealanders have learned that one does not wear stockings with toe gussets with - eeuw! - strappy stilettos.
You've also introduced us to some fabulous, enterprising young folk who make great clothes. People such as Cybele Wiren, Kristine Crabb and those jokers at Huffer. We worry that this year you've lost some of your oldest, most supportive friends, but we're pleased that you're still making new friends, like Alexandra Owen, Jaeha-Alex Kim and Katie Smith and Liam Bowden of Deadly Ponies.
CREATING THE HYPE
Everyone knows gossip can be destructive. And although we try to be good for most of the year, avoiding those trashy magazines while we're standing in the supermarket queues, whenever you come around, Fashion Week, we just can't help ourselves. After all, this is the one time of the year when people we know, rather than Hollywood celebrities, become subjects of gossip. And in some cases, the media even print it.
This is the one week of the year that one can act like a bitch and people love you for it. Then after it's all over, we all go back to being our sweet selves.
DOING THE BUSINESS
This is the secret side of you that only a few people see. And this is partly because business competitors don't want to reveal what they're up to and partly because much of the real business is done after the week is over.
But whenever you reveal this aspect of your personality, we really like it. Because, as much as we love planning our Fashion Week wardrobes, the point of our relationship isn't just to gossip or dress up. And as the years have gone by, things have become more professional.
When we started out, our relationship was like an exercise in national pride and all the members of our fashion family loved one another. Since then, the industry has grown up.
We have all come to realise that this is a business proposition and that the designers are here to make a living from selling clothes. Which means we're no longer necessarily one, big happy family all the time. It also puts strains on our relationship with you. But, to be honest, if we now need to greet one another with a handshake rather than a hug and kiss, that's okay. We still like it when sales go up, orders are placed, some cool international magazine takes notice of one of our own, and good labels get their just deserts.
