Alchemy Mag - MBFWA Special Edition

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MBFWA

Twenty Bonnie Hansen - Amy Sartorel - Carl Reeves - Seamus O’Sullivan - Joel Babicci Priscilla’s Models - IMG Models - London Management Group Jaz Daly Management - Chadwick Models 1

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PORTRAIT // AIMEE STODDART

Editor’s Letter 20 years... I don’t know what’s more terrifying – the fact I am at a stage where I am able to reference 20 years ago, or how quickly those years have flown by.

how everyone had their own little tips and tricks to survive the week, and it wasn’t until day 3 that I realised how exhausted you get.

I remember coming home from work and seeing the Ksubi show on Channel 7, with rats coming down the runway, and saying “I just don’t get fashion”... Now I discuss editorial ideas about fish on plates, men wearing skirts and how a pink coconut is a nod to feminism – things change!

As I sit here to write this, I’m reminded of my first Fashion Week experience. It was five years ago, and I was assisting on the Bassike and Ginger & Smart shows, while also contributing to an online publication. I was beyond excited to be so closely involved in the process. I learnt very quickly just how much goes into the production of a Fashion Week show, and just how much passion everyone involved has.

Here’s to the next 20 years of Australian fashion, Mitch x

I remember the year ‘the box’ venue was introduced. Gail Sorronda held an amazing showcase with models on plinths, and Jenny Kee returned with an amazing presentation styled by Romance Was Born. That was also the year I discovered m a c g r a w and had the pleasure of being the first to review their collection. I remember quickly discovering

S: @mitch_steed E: mitch@alchemymag.com

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20 YEARS IN THE MAKING HIGHLIGHTS & MEMORIES

1997: Linda Evangelista rocking an Alex Perry wedding gown

2004: Fresh faced Abbie Lee walking for Willow

1999: Akira “the dress that saved Sydney” according to Marion Hume

2001: The fasmous Ksubi Rats moment

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2009: Romance Was Born bringing drama and fantasy to Sydney

2013: Our cover girl for Issue 02 Fernanda walking at Alice McCall

2014: Carla Zampatti opening night

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Fashion Week is a time to reflect on the past, and also a time to look forward. We had the chance to steal away a few moments with key figures in the industry, as well as some preview collections off designers showcasing this year.

FACE FORWARD 7

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A Common Thread Words by: Mitch Steed Photography: Bonnie Hansen

When public relations powerhouse Annalise Brown joined M&C Saatchi Group to head up their PR offering, it wasn’t long before she saw an opening for further growth within the agency. Bringing on fashion PR agency Park Avenue – with Creative Director Colette Harvey – to join the consumer arm, Bang PR, in March saw a merging of minds that enhanced all brand offerings with one common thread... fashion.

What are your respective backgrounds?

Annalise Brown (AB): I began in fashion PR working for luxury labels with Deeta Colvin and although starting my career with some amazing fashion brands, I found my heart lay in strategic consumer brand public relations.

Colette Harvey (CH): I worked at ACP (now Bauer

Colette Harvey

Media) for 11 years where I finished up as Lifestyle Director of Madison Magazine before being given

brands, fashion brands and influencers.

the opportunity to work with Accessories Designer

We have the flexibility to move with the mediums

Samantha Wills. Whilst there other brands

we’re constantly engaging with.

approached me to work with them and Park Avenue was organically born.

CH: We can go to a brand as a full-service agency under M&C Saatchi – assisting in creative,

Why merge Bang PR and Park Avenue Agency

advertising, PR, consumer awareness and brand

under M&C Saatchi?

consulting. We aren’t just your average PR agency;

AB: Through conversations with Colette, it was

our strengths are in strategy and social. We know

clear that we were both passionate about the creative strategy we develop for the consumer

the power of different platforms and influencers

and fashion brands we work with. We see this as a

for our clients. We work with like-minded brands,

collaboration of agencies to mirror the

generating the best possible conversations,

relationships that now exist between lifestyle

amplification and alignments for them.

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brands that are speaking directly to them, that can add value to their lives – this may mean making them feel closer to an influencer through wearing a similar product, or feeling like an individual thanks to a strategic collaborative campaign.

What are some of your favourite Australian labels?

CH: I am incredibly fortunate to be working with some of the best emerging and loved labels in our country. I have been with the watson x watson girls since their launch and am really proud of what they have developed. Jennifer Kate has been so successful in the US over the past couple of years, now is her time to shine in her home country.

Nookie has just gone from strength to strengthas a fresh swimwear and ready to wear brand and we have some really exciting international collaborations coming later this year.

Annalise Brown

What is the future of fashion PR in Australia?

AB: I’m really loving the look of the new Sass & Bide collection which is an homage to the early

CH: When all it takes is a social influencer

work of the girls. Maticevski and Bec and Bridge

wearing your product to see it sell out in a matter

are constant favourites and I am always amazed

of minutes, PR agencies would be remiss not

by J’Aton’s work.

to focus on that space. Other examples of this cross-pollination include sports brands crossing

How do you see think MBFWA will change in the

into the fashion arena and musicians becoming

next 20 years?

beauty ambassadors. Publicists are no longer

CH: You’ll see more strategic brand sponsorships

pitching to a person. They’re pitching to a

and partnerships, some great technological

personality.

advancements through fashion (think: 3-D printing) and greater diversity through everything

AB: Consumers are smart and are looking for

from models to fabrics used, people invited and

genuine, relateable content. They will support

how the shows are shown on a global level.

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watson x watson The Sister Act

Words by: Benjamin Cooper Watson x Watson was founded in 2011 by dynamic sister duo Liberty & Somer Watson, both having previously had a wealth of industry experience under their stylish belts. The Watson sisters refined yet relaxed designs fast became a firm favourite for editors, stylists and photographers alike. Watson x Watson will be celebrating their continuing success by collaborating with the unique and vibrant jewellery designs of Fiel Sol at MBFWA this year.

Sum up WATSON X WATSON in one sentence…

L.W/S.W - Watson X Watson is all about quality timeless pieces with an effortless attitude.

nights are ones that you don’t plan on having’ and how sometimes outfits are the same, but your outfit can be

What is your first memory of Australian Fashion Week?

changed by an unexpected jewellery choice.

L.W/S.W - First memory would be the incredible shows

What can we expect from your runway show this MBFWA?

from 2004 acrobats from the ceiling, girls on horses, a fake desert and midnight sky’s . . . those shows were mind-

L.W/S.W - Fun...lots of fun! It’s our biggest show yet.

blowing, and pure fashion fantasy.

Expect a proper party!

What is your proudest fashion moment so far? / fashion

Why do you think Australian models are in such high

faux-pas you’d rather forget?

demand across the globe right now? What do you look for in a model?

L.W/S.W - Our proudest moments are always ‘firsts’, our first show, our first stockist, our first store...

L.W/S.W - Australia has some of the most beautiful girls

Our funniest fashion faux pas probably came after reading

in the world, their effortless sexiness has global appeal.

too many VOGUES and trying to incorporate the looks of

We love the look of healthy girls, a unique face, a confident

those glossy pages into our teenage coastal life.

walk and a down to earth attitude.

Tell us about your collaboration this year with Fiel Sol…

Where do you see Australian fashion in the next 20 years?

L.W/S.W - Accessories and jewellery especially is so

L.W/S.W - Thriving! Australian fashion has such a unique

powerfully transformative. Collaborating with Fiel Sol

perspective, relaxed yet glamorous...I think we’ll see more

completely fit with the creative of the collection and the

of us taking that global.

show which is all based around a feeling of ‘The best

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Photography // Bonnie Hansen Styling // Mitch Steed Hair // Carl Reeves - Company1 // Using RandCo Makeup // Amy Sartorel Model // Lauren Brown - Priscillas

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macgraw

The Sophomores

Words by: Benjamin Cooper After launching their eponymous label in 2012, Beth and Tessa MacGraw (yes, another incredible sister duo!) went onto show their first collection at MBFWA in 2014 to plenty of industry praise. The girls are back again this year bigger, better and with a well rounded breakast for this years MBFWA with their always clever yet seemingly effortless designs.

Sum up m a c g r a w in one sentence…

B.M/T.M - Effortless polish….we take easy silhouettes and inject a bit of fun with our prints and linings.

What can we expect from your runway show this MBFWA?

What is your first memory of Australian Fashion Week?

B.M/T.M - macgraw defined…

Signature prints - we are injecting 2 in-house prints this

T.M - Mine would be volunteering at a Sass & Bide Show

collection, one in silk and one in a new blend.

in an abandoned warehouse near the Glebe Island Bridge.

Lace - we are having a bit of a lace moment so expect

I was an usher and then got to watch the show, it was

some beautiful lace stories.

inspiring.

Also our love affair with preppy collars and high necks continues!

What is your proudest fashion moment so far?

Why do you think Australian models are in such high demand across the globe right now? What do you look for in a model?

B.M/T.M - Can we say 3?!

1) One would be Lorde wearing macgraw twice in a week last year.

B.M/T.M - They work hard and are not precious… this goes

2) Our MBFWA debut in 2014.

a long way. We look for a cool, confident girl that doesn’t

3) Being named finalists in the Tiffany & Co. National

take herself too seriously.

Designer Award and BT Award this year is also up there.

Where do you see Australian fashion in the next 20 years?

What things have you learnt the second time around in the lead up for MBFWA?

B.M/T.M - There is a real thirst for Australian design

B.M/T.M - Relax and just enjoy the day. Don’t skip breaky!

internationally so we see brands finding more acceptance

Get started on prints and shoes in October.

in global markets. The newly founded Australian Fashion Chamber is a growing support for Aussie designers in this area and beyond.

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Don’t Want No Scrub The Wild Card

Words by: Benjamin Cooper Although not part of the official MBFWA program for 2015; we were intrigued by Joshua Davidson, the baby-faced designer behind DWNS (Don’t Want No Scrub). With an aesthetic that takes inspiration from fetish wear and the underground Club Kid scene of NYC, the debut showing of DWNS is bound to shock, excite and definitely ruffle a few feathers…

Sum up D.W.N.S. in one sentence…

J.D - PARTY! *Adore Delano voice* What is your first memory of Australian Fashion Week?

Why do you think Australian models are in such high demand across the globe right now? What do you look for in a model?

J.D - I was once a volunteer with stars in their eyes thinking it would be the best week of their life!

J.D - Australia knows how to make hotties. I look for What is your proudest fashion moment so far?

someone with attitude, someone who can wear my clothes, not let the clothes wear them.

J.D - Running this label as a one man show, completely Where do you see Australian fashion in the next 20 years?

independently and without any financial backing since it’s conception in 2013.

J.D - Australia boasts a lot of talent in the fashion industry What influences do you still use from your unique

but without support our talent will continue to move

background in drag/costume design?

overseas. Support homegrown y’all.

J.D - Some pieces are INCREDIBLY over the top and questionably wearable.

What can we expect from your upcoming debut show?

J.D - A visual and auditory experience that isn’t something you will see at any other show.

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Bianca Spender The Veteran

Words by: Benjamin Cooper Despite being immersed in the world of fashion from a young age (an inevitability when your mother is influential fashion legend Carla Zampatti), things could have worked out very differently for Bianca Spender who originally opted for a career in commerce. Luckily it didn’t take long for Spender to realise her true passion and talent was a lot closer to home. In 2009, after years of working in Paris, Milan and designing for Carla Zampatti, her eponymous Bianca Spender label was born.

Sum up Bianca Spender in a few words…

B.S - Original vision, a great team, industry support, B.S - Structure and fluidity. Sophisticated yet spirited

business acumen and luck

What is your first memory of Australian Fashion Week?

Why do you think Australian models are in such high demand across the globe right now? What do you look for in a model?

B.S - Working on first year of fashion week as a dresser when I was a fashion student

B.S - Australia being a multicultural mix, our models have What is your proudest fashion moment so far?

a unique look that is very exotic and unusual. The way she walks and carries the clothes - great models bring clothes

B.S - My last show - it was as magic as my first show- I

to life

never knew if I would be able to repeat that again Where do you see Australian fashion in the next 20 years?

What’s the best piece of advice your mother has given you?

B.S - Exporting our design talent to major international fashion houses in the way that our actors are leading

B.S - Be true to yourself

major international films

What can we expect from your runway show this MBFWA? B.S - A world of dance with nuanced movement What do you think it takes to achieve longevity in the Australian fashion industry?

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In the lead up to Fashion Week, Alchemy Mag set out to reconnect with models we’ve previously worked with, and also those we’ve had our eye on.

CASTING CALL

Photography: Seamus o’sullivan Casting: Mitch Steed H&M: Joel Babicci - Debut Management Product - MAC & O&M Assistant: Melessa Collins

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SAXON LONDON MGT GROUP

Where were you discovered?

Double Bay while walking to the beach.

What was your first modelling job?

Online at Mondo Digital, can’t remember the brand though...sorry.

What do you do (when you’re not modelling)?

Fitness!! Love the gym -> Gym junkie, that or watching movies; love a good rom-com.

Career highlights so far?

Apart from Alchemy Mag ;-) would be going to London and being feature on F Tape; Daniel Jeams is a cool guy and it was an honour to meet him.

Favouriteshoot/ photographer?

Two favourite photographers are Seamus O’sullivan and Pat Supsiri... close friends of mine and it’s always a blast working with them.

What shows have you walked for previously?

Emermenegildo Zegna 50th Woolmark Awards runway in Sydney 2013.

Fashion Week survival tips?

Always smile! Make sure to get plentyof sleep beforehand, try to have fun and mingle.

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AKUAL-CHELS LONDON MGT GROUP

Where were you discovered?

At the agency. One day I had a huge positive gut feeling to visit london mgt group. Haha it wasn’t planned, I just felt a strong sense of belonging and acceptance, I knew london management group was right for me.

When they took me aboard, I was really overwhelmed and grateful. Ever since, I’ve been accomplishing my dreams and goals one step at a time.

World here I come :) What was your first modeling job?

Working with The iconic for river Island collection.

What do you do (when you’re not modeling)?

I like to explore new places and watch the discovery channel (learn new things).

Career highlights so far?

Being seen as an up coming model .

Favourite shoot/photographer?

Shooting the Desert Designs high summer lookbook, photographed by Byron Spencer.

This photoshoot was so fun and energetic.

I’ve never gone home after a shoot feeling Like I just came from a gym. Byron’s the bom! Just kidding. He’s really down to earth, I found his direction simple and easy to get into.

What shows have you walked in?

Walking for the Discount Universe in

MBFWA/14 has been one of my most amazballs memories. I absolutely loved their clothing and the designers are super awesome.

Fashion week survival tip?

Water! Always need to stay hydrated.

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JAI IMG MODELS

Where were you discovered?

I was in a bar in Bondi 6 beers down.

What was your first modelling job?

I think it wasa gig with General Pants ...

What do you do (when you’re not modelling)?

I build motorbikes in my spare time.

Career highlights so far?

5 days shooting on the western side of Ibiza.

Favouriteshoot/ photographer?

Working with Bruce Weber was quite the expereince.

What shows have you walked for previously?

A few here and there. I recently walked in the Withery Show and for LAB Homme..

Fashion Week survival tips?

Survival of the fittest - get your claws out!

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JAZMINE H IMG MODELS

Where were you discovered?

A modelling audition I was at for my sister.

What was your first modelling job?

Playing model and dress-ups with my sister (the doll). First real job was a parade for ‘Love from Lucy’.

What do you do (when you’re not modelling)?

Write, draw, sleep, beach bound.

Career highlights so far?

Still making it through modelling and being able to work with all the wonderful people I have.

Favouriteshoot/ photographer? too hard to pick and choose favourites.

What shows have you walked for previously?

Two Sydney Fashion Weeks (Bec & Bridge, Alex Perry, Haryono Setiadi), VAMFF, Kookai and Myer.

Fashion Week survival tips?

Eat!

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ELIJAH PRISCILLAS

Where were you discovered?

I was discovered in Hoyts in Broadway as I was lining up to buy a ticket with a group of friends What was your first modelling job?

My first modeling job was actually walking in MBFWA three years ago What do you do (when you’re not modelling)?

I’m finishing up my undergrad at the moment and just trying to get some work experience before hopefully going onto med school.

Career highlights so far?

Being on the cover of Alchemy Mag! (Issue 01) Favouriteshoot/ photographer?

I really enjoyed woring with Photographer Romain Duquesne on a couple of projects What shows have you walked for previously?

I’ve walked in a few shows in Australia for Song for the mute, Saba, Strateas Carlucci, Adidas, From Brittain. I’ve also walking in Europe for Fendi, Salvatore Ferragamo, Z Zegna , Comme Des Garcons, Moncler, Thom Browne and Viktor & Rolf...

Fashion Week survival tips?

There’s a lot of waiting around so bring a book or cards and definitely some food too!

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GEMMA PRISCILLAS

Where were you discovered?

I submited some pictures through the Priscillas website, a couple of days later I went into the agency and met with the agents and signed with them that day. I knew they were the right agency from the second I walked in. I couldn’t not sign with them.

What was your first modelling job?

Russh online.

What do you do (when you’re not modelling)?

I love having coffee with friends, listening to music, writing, making short films, taking pictures, watching old films and blogging.

Career highlights so far?

Shooting for Alex Perry in 2014.

Favouriteshoot/ photographer?

Oyster online on an old farm like location with Tim Ashton & Sarah Starkey. I really liked Rene Vaile’s work and he’s always fun to work with.

What shows have you walked for previously?

David Jones, Witchery, Jac + Jack, Kookai.

Fashion Week survival tips?

Snacking constantly throughout the day, staying hydrated, keeping yourself in a positive mindset and good vibes

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MATEJA JAZ DALY MANAGEMENT

Where were you discovered?

I wasn’t discovered, I sent some images to my first agency and they took me on.

What was your first modelling job?

It was a look book for Hansen & Gretel.

What do you do (when you’re not modelling)?

I work at the boutique store The Corner Shop.

Career highlights so far?

Getting to work with fun people and wearing fabulous get ups.

Favouriteshoot/ photographer? my fav photographers are Gavriel Maynard and Renee Carey. My fav shoot was a Bonnie & Clyde inspired shoot I did recently with my boyfriend for 1am Mag. What shows have you walked for previously?

I’ve walked for Glassons in the past.

Fashion Week survival tips? .......

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ZAC JAZ DALY MANAGEMENT

Where were you discovered?

Stret casting by Six Wolves.

What was your first modelling job?

Sneaky Magazine editorial.

What do you do (when you’re not modelling)?

Work in retail, drum, gym and ride motorcycles.

Career highlights so far?

Editorial in GQ Magazine, VAMFF runway and David Jones runway.

Favouriteshoot/ photographer?

Sneaky Mag editorial with photographer Dan Knott.

What shows have you walked for previously?

Lee, LAB Homme, David Jones, General Pants Co, Serpent and The Swan..

Fashion Week survival tips?

Make a good impression at your castings and dress well.

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HANNAH CHADWICK MODELS

Where were you discovered?

I appled to Chadwick Models.

What was your first modelling job?

A job for Wella hair.

What do you do (when you’re not modelling)?

My most loved thing to do is going on road trips while listening to Lady Gaga ridiculously loud with the company of fabulous friends.

Career highlights so far?

I travelled to Melbourne for a shoot with Bonnie Hansen which was very exciting.

Favouriteshoot/ photographer?

I have a few... Byron Spencer, Bonnie Hansen and George Sandman Popov.

What shows have you walked for previously?

I havent done anything yet unfortunately.

Fashion Week survival tips?

I would recommend keeping hydrated, eating three meals a day and to bring snacks such as fruit and nuts.

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SAM Chadwick Models

Where were you discovered?

I interviewed at the offices of Chadwicks and was successful.

What was your first modelling job?

A shoot overseas with a Korean label.

What do you do (when you’re not modelling)?

I work at a lawn bowls club.

Career highlights so far?

Shooting overseas for the Korean label.

Favouriteshoot/ photographer?

Test shoot with Pat Supsuri.

What shows have you walked for previously?

Ive only walked for the Whitehouse Fashion school so far.

Fashion Week survival tips?

Rest when possible!

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