PFF announces 'Guest Rack @ Hatch' retail exchange program

Each three months, HATCH will host a guest designer from the east coast, adding to its stable of 25 WA based fashion and accessory labels currently stocked in store.

In exchange, Melbourne based fashion consultant Jane Hayes, founder of The Spirit of the Black Dress, will be working in Melbourne to secure a number of likeminded retailers and labels to reciprocate the gesture over east, hosting emerging WA brands in their stores.

Perth Fashion Festival Director Mariella Harvey-Hanrahan said the program was a great opportunity and platform for young WA brands to branch out beyond Perth’s borders and tap in to a new market.

“It’s a terrific opportunity for PFF to leverage its industry connections and continue to strengthen and benefit the WA Fashion industry, stimulating the local retail economy whilst simultaneously bridging the divide between east and west,” said Harvey-Hanrahan.

Creative Director Keshia Abeysekera of Melbourne based lifestyle brand Cylk will be over in Perth on Thursday, November 14, to see her label launch the program with its current Spring Summer collection.

THE CYLK STORY

Beginning in the Summer of 2006 with a small capsule collection of 100% silk garments, cylk has established itself as the go to brand for confident, creative women.

As the latest recipients of the prestigious International Apparel Federation Design Award, cylk continue to pioneer seamless knitting and sustainable fabric development, with super fine bamboo, silk, cashmere, linen and modal at the heart of the label.

The cylk silhouette is clean, modern and shapely. Using innovative seamless technology, the beautiful pieces conform to the body, while also enhancing the feminine form. The brand has evolved into a diverse offering of striking digital prints and softly tailored pieces in line with the label’s minimalist, luxe aesthetic.

With a number of high profile accounts around the globe including Henri Bendels New York, Fred Segal, Mitsukoshi Japan and Gio Moretti Milan, the brand has developed a cult following both locally and internationally because of its unique aesthetic and compelling story.

Cylk recently visited London and Beijing as part the Australian Designer Showcase at London Fashion Week in September, 2012, and was also awarded the Melbourne Design Award for their flagship shopping destination on Chapel Street in 2012.

Cylk showcased their AW13 collection during L’Oreal Melbourne Fashion Festival as part of the feature Paris Runway series.

Perth Fashion Festival