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Dubai - brand orientated market for Aussie frocks

Feb '07
Australia's new fashion brat pack have the Middle East clamouring for their designs after being introduced to Dubai retailers Saks Fifth Avenue and Harvey Nichols and the region's highest profile buyers from UAE, Saudi Arabia, Qatar, Kuwait and Bahrain.

Austrade's Business Development Manager (Fashion) Asha James said following Austrade Dubai's annual fashion event, AusStyle, retailers placed substantial orders for the new wave of young Aussie designers to hit the world's catwalks including brands Camilla (Sydney), Jacqui Alexander (Melbourne), Yeojin Bae (Melbourne), Madame Marie and Hussy (Sydney) and Spencer & Rutherford (Melbourne).

“These designers, already the darlings of celebrities such as Nicole Kidman, Paris Hilton, Cate Blanchett and Crown Princess Mary, were introduced to the local fashion scene at a glitzy event at Dubai's chicest night spot, The Apartment Lounge and Club,” Ms James said.

“They absolutely wowed Dubai, indisputably the region's trendiest capital, with their fresh and vibrant designs."

“The Middle East, but particularly Dubai, is a very brand orientated market – customers are willing to pay high price points for well known, high quality brands and this is reflected in the high number of exclusive and prestigious brands available in the market."

“Despite this, fresh new designers who are innovative, cutting edge and who use fabrics suitable for this market such as cotton and silk will do well – as we have seen with this new crop of Aussies."

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