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Australian Fashion Week
THE EXHIBITION
 "It's like when the circus comes to town", muses Fashion Week founder and director Simon Lock.
The huge Fox Studios complex in Sydney, home to the new Tom Cruise blockbuster Mission Impossible II and the upcoming installment in the
Star Wars series, recently hosted a drama of a different kind – the Mercedes Australian Fashion Week.
 This spectacular showcase of Australian fashion design, now in its 4th year, has firmly established itself as an event to be recognized alongside the showings
in Paris, New York, London and Milan. It attracts buyers and media from all over the world converging on Sydney for four days of parades, shows and a whole lot of partying in between.
The centrepiece of the Mercedes Australian Fashion Week is the gigantic exhibition. More than 200 companies including
boutique designers and all major fashion magazines were on display for the more than 11,000 delegates that visited the expo. Adjacent to the exhibition hall are a couple of huge rooms where the "magic" happens.
 This is where the designers hold their runway shows and reveal their latest creations. This year, over 80 designers showed their flair to invited
guests and delegates lucky enough to score an invitation. Participating in the Mercedes Australian Fashion Week requires a considerable investment and the big collection shows can cost upwards to
A$100,000. However, the potential rewards make it all worthwhile. Mr Lock estimates export orders to increase by 100% on last year's figures and hit A$50 million.
Celebrity guest models this year included Jerry Hall, Eva Herzigova and Megan Gale – the Australian model who has
reached cult status popularity in Italy after appearing in a series of very sexy ads for a cell phone brand.
BACKSTAGE
 Midway through the week it was time for the Swim and Resortwear collections. Four designers were about to reveal their new season's lines – Nicola, Moontide, Brian Rochford and C*Designs. After spending just a few minutes backstage before the show, it is clear that for the designers, a lot is riding on these shows.
There is a nervous tension in the air as the designers fight to make themselves heard giving last minute instructions to their dressers over the constant whining of the hairdryers.
(Designer Jodie Packer chose not to include her label Tigerlily in the group showing, instead opting for her own showing at the end of the Fashion Week extravaganza).
 An army of make-up artists and hairdressers are busy putting the finishing touches to the dozen or so models who in a few minutes will be gliding down the runway
in front of 500-600 people and almost as many cameras. Funnily enough, the models are the ones who seem to be most relaxed in the midst of the controlled chaos that is the backstage area.
With only minutes to go and the room outside rapidly filling with spectators, it is time for the final briefing of the dressers
and assistants who will be responsible for making sure the models get in and out of their swimwear in time for their next turn on the runway.
 Apart from over a hundred swimsuits, there are tons of shoes and loads of jewellery, accessories and hats to be kept under control. A few of the
models check out the huge crowd on one of the backstage TV monitors. Luckily there is no audio so they are spared the often heated and vocal arguments between the photographers jostling for space on the
overcrowded platform.
 Finally, the lights dim, a hushed silence takes over and the latecomers hurry to take their seats. Suddenly the music starts pumping and
the runway bathes in bright lights - it is SHOWTIME! Check out the collections:
BRIAN ROCHFORD
NICOLA
MOONTIDE
C*DESIGNS
TIGERLILY
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