Sharing the vision

Photo / Supplied

If two people know the business of fashion events it is Pieter and Myken Stewart. This dynamic mother and daughter team has been running New Zealand Fashion Week for 10 years - working closely with designers, international buyers and press, local council, New Zealand Trade & Enterprise and the like to create a platform that showcases the best of this country's design. Now they have launched the New Zealand Fashion Festival, an event designed for the public - unlike Fashion Week which is essentially a trade show.

"Having worked so closely with designers and fashion labels," explains Myken, "we have always been aware that at the end of the day, it's the relationship with the buying public that keeps businesses thriving. We have always had the vision to create an event that allows everyone - not just people who work in the industry - to experience the thrill of fashion, in all its facets, firsthand.

"This, the inaugural New Zealand Fashion Festival, consists of the mega-fashion show featuring 18 different labels and the New Zealand Herald Garage Sale which previously, when run in conjunction with Fashion Week, has been a huge success as it gives people the opportunity to buy direct from the fashion and beauty houses at bargain prices."

Pieter and Myken both travel abroad regularly and have experienced retail-focused festivals firsthand - learning what works and what doesn't.

"By combining this research," says Pieter, "with our knowledge of the local market we believe the Fashion Festival is an exciting concept for all. This year's launch event is just the first step."

"It's important for people to know that this is completely different to Fashion Week," adds Myken "This is all-encompassing. In the future we see key stakeholders in the event being retailers, and retail precincts such as Newmarket and Ponsonby. Because the Fashion Festival is totally retail and consumer focused, we want to build the programme, year on year, to include not just fashion shows but art exhibitions, instore events, speakers, workshops, beauty events, hair shows, competitions ...

"Anyone, can get involved. It allows retailers to promote and sell their in-season collections directly to the consumer and to generate other fashion-orientated events. It doesn't matter how big or small their budget is, by marketing all these events under one umbrella 'The New Zealand Fashion Festival', it creates a greater impact and a fabulous fashion buzz around the city."

The duo cite the L'Oreal Melbourne Fashion Festival as an event that has inspired them. On at the moment and in its twelfth year, the Melbourne event is eight days where the city comes together to celebrate the best of fashion and design.

Every night there is a runway show, individual boutiques and department stores throw parties showcasing their ranges, there are fashionable high teas and lunches at the best restaurants around town, along with a cultural arts programme with a mix of free and paid fashion-inspired installations and exhibitions.

One of Pieter's highlights at Melbourne is the business seminars they hold. For example this year, people can go along to hear the likes of Margareta van den Bosch - creative adviser of Swedish chainstore H&M; Pippa Holt - fashion features editor of Vogue UK; Yasmin Sewell - creative consultant to Liberty store in London; and Dr Bob Isherwood - world creative director of Saatchi & Saatchi.

"We have been working closely with Melbourne and believe there are many ways we can work together. For example, bringing international speakers and designers to Auckland then reciprocating with our talent. The Melbourne Fashion Festival is now a well-oiled machine; the shows are well supported by the designers and retailers, there are daytime retail shows in the main stores and the programme is varied and extensive with something of interest to everyone.

"Our aim is to grow organically like the Melbourne Festival. They started out with just one or two events and now look. The event brings Melbourne alive and it is really great to see consumers who attend the shows dressed up and enjoying the huge fashion vibe that it creates. Plus, knowing that the whole city is benefiting from an event that has been created for the people."

Looking ahead

* On each night of the 2011 Festival, the Fashion Festival team will put on designer group shows in conjunction with local magazines.

* The cost will be minimal for organisations wanting to be part of the official schedule, the vehicle to promote everything that is going on around the city.

* There will also be a programme of free events running throughout the city.

* The Fashion Festival will work closely with the Auckland City Council and all business associations.

* The Fashion Festival will have staff dedicated to promoting and selling all the scheduled events.

* The events will include retailers running sales or incentives, setting up stalls outside shops, restaurants turning their table tops into catwalks and hosting shows, galleries running fashion photography exhibitions, design stores collaborating with with designers... The options are limitless.

* Myken Stewart says the type of events that will be held may include, for example, Smith & Caughey working with signature designers such as Paula Ryan. "They might host a lunchtime show and have Paula in-store to meet people and potentially help them style an outfit." Other examples are: "Sale Street bar running a fashion menu or cocktails with models appearing for a special fashion cocktail hour. Or, the Paperbag Princess will ask a selection of young stylists to come instore and be given a set amount of time to style an outfit from what they have and the public votes for the best stylist. The possibilities are limitless for the free schedule," she enthuses. "It's just as far as the imagination can stretch."

* Business seminars will be introduced to bring in international guests and collaborate with L'Oreal Melbourne Fashion Festival.

* New Designer Awards will be initiated, with the winners attending the Melbourne Fashion Festival - and vice versa.

To find out how you can be involved in the New Zealand Fashion Festival 2011, email info@nzfashionfestival.com