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Tim Harcourt*
Chief Economist
Australian Trade Commission
Sydney
Email: tim.harcourt@austrade.gov.au
26 September 2007
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The Madame Jo Jo’s launch will also feature models painted in
Broadhurst body art designs, sponsored by Wine Australia, as part of
their ‘Generation Next’ campaign, promoting a greater awareness of
Australian wines driven by innovation. A selection of ‘Generation Next’
wines were highlighted during the Madame JoJo's launch. |
Some commentators say that in terms of exports, we're just China's quarry and Japan's beach. But they clearly forgot to ask London, where Australia's designers and fashionistas are taking the British capital by storm next week. In a unique 'hat-trick' normally associated with Australia’s conquering cricket team, Australian designers have chalked up three major launches.
Firstly, there's Madame Jo Jo's, the internationally renowned Soho nightclub which is being re-launched on 26 September with a comprehensive facelift to its interiors featuring the unique wallpaper of the legendary Australian designer, the late Florence Broadhurst. David Lennie, the CEO of Signature Prints, who took responsibility for the Broadhurst collection, says that the objective of the makeover at Madame Jo Jo's was to "create a high end brand out of Australia to sit with pride alongside the best European levels."
Secondly, Playboy will open its first concept store in London on Oxford Street with the help of Australia's own Global Design Brands, based in South Yarra in Melbourne. Melbourne-born Christopher Chronis, the head of design for Global Designer Brands (GDB), has opened Playboy Concept Boutiques in Australia and New Zealand, and is the designer of the 'Playboy Icon' luxury evening-wear collection for men and women. The Oxford Street Store will be the London flagship store for Playboy Enterprises Inc.
Thirdly, in the same week, Australian Wool Innovation (AWI) – the marketing arm of the Australian wool industry - will be holding the 'Fleece to Fashion' to fashion exhibition in the Old Billingsgate. The exhibition is a celebration of the story of Australian wool from the time that our first export of prime Merino wool arrived on the London docks in 1807 to the sophisticated wool-based fashion exports that feature on international catwalks today. The exhibition will feature classic wool fashion pieces from the 1950s Christian Dior day dress to Savile Row suits and will highlight today’s wool-based fashions from designers such as Chanel, Julien Macdonald, Gaultier and Australia's own Tina Kalivas.
In short it's a big week for Australian fashion and design in London. As Kylie Hargreaves, Australia’s Senior Trade Commissioner in London, who has worked with all three projects says: "Australian fashion has gone from the unknown to the well known. From the undesired and unsophisticated, to the highly desired and fashion-forward. And in the next wave, we are seeing Australian design dominating not only catwalks but all walks of life."
But is this week’s trifecta an indication of the growth of Australia creative exports in London? We all know the success of Australian popular culture in the UK from Kylie Minogue to Kath and Kim, but is it seems on closer inspection that Australians are involved in all parts of the UK arts scene and many other creative industries such as architecture and design. In fact, Australians have done so well in the front of house (take Cate Blanchett for example) and behind the scenes (administration, set design etc..) that the powers that be in the British arts scene are setting up a training college for arts administration (in the same way that the UK adopted the Australian cricket academy model).
In fact, all over the world, Australia as a 'Country Brand' is strong. According to the Anholt GMI Country Brands Index, which surveys consumer attitudes to a range of selected countries and ranks each country by six criteria – tourism, exports, governance, investment and immigration, culture and heritage, and people, Australia is a strong performer. In fact, Australia was ranked number one in its first year in the survey. This shows that theirs is strong demand for the Australian brand and the time is ripe to capitalise on the world’s desire for all things Australian.
According to the Index: "Now is the time for Australia to be producing great Australian branded-products, culture, events, services, ideas and media as fast as it possibly can. Anything that reflects promotes and sustains those essential and admired Australian values will sell". Australia’s recent success in the UK is a good sign of bigger and better things to come.
In conclusion, we've certainly come along way from that first shipment of Merino wool in 1807. Whilst, in the nineteenth century Australia rode on the sheep’s back, in the twentieth first century our top designers are leading the charge in culture and sophistication in London, one of the world's most energetic and powerful cities. It’s clear that 200 plus years after convict settlement, 'Cool Britannia' and Aussie chic make a great combination.
*Thanks to David Varga in Austrade Sydney and also to Kylie Hargreaves and Jemma McCowan in Austrade London for their assistance with this article.
Print-resolution images are available. Contact: David Varga, Senior Media Adviser, Ph: 02 9390 2191, Mobile: 0434 567 673, david.varga@austrade.gov.au
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