Australian Fashion Week 2021: Romance Was Born stronger than ever after pandemic lockdown
Lockdown turned out to be a blessing for Romance Was Born, with the Aussie fashion label emerging more profitable and with a new purpose post-Covid.
NSW
Don't miss out on the headlines from NSW. Followed categories will be added to My News.
Covid-19 has actually been a blessing to some in the fashion industry.
Romance Was Born designers Anna Plunkett and Luke Sales said they found enforced lockdown led to greater profitability for their renowned label.
As befits the brand’s status and success, the Romance Was Born team will close the opening day of Australian Fashion Week at Carriageworks tomorrow night with a new collection showcasing a new post-pandemic attitude in a show Plunkett describes as one of the label’s “biggest”.
“With Covid, we were given the time to breathe and re-evaluate our brand,” she said.
“We were forced, due to the retail downturn, to go direct to customers. We were forced to rebrand and forced to relaunch our website also.
“We couldn’t do things the way we normally did them. We no longer have the presence we used to have with big retailers, and now sell exclusively online and direct to customer through our studio.
“It turns out the margins are actually better when you sell direct to customer so we’re making more money.”
The experience also presented Plunkett and her creative collaborator Sales with a direct line to the label’s audience, resulting in a fertile exchange of ideas and a renewed commitment to “upcycling” — repurposing materials in line with a global backlash to cheap imports and fast fashion.
As a result, the Romance Was Born team will use Australian Fashion Week to launch a new customer service, Romance Was Born Forever, a sideline industry born of more customers presenting the duo with treasured fabrics and vintage pieces for reworking during lockdown.
“We’ve always loved the idea of reworking beautiful fabric and creating something new, but are also looking for more responsible outcomes for the beautiful wedding dresses and red carpet gowns that are worn once and then end up in landfill,” Plunkett said.
“Fashion doesn’t have to be so seasonal.”
At the duo’s after-show party, sponsored by the week’s official liquor partner Disaronno, guests are asked to bring along unwanted garments for the pair to upcycle.
Five repurposed garments will then be donated to women’s empowerment company Dress for Success.
Model Daisy Davies is, like many 24-year-olds, a huge fan of the upcycling trend.
Four years on from her experience on Australia’s Next Top Model, Davies is now working on a rebirth of her own and will in July — pandemic and student visa permitting — fly to the US to study acting.
“I’ve enrolled in an acting course with the Lee Strasberg Theatre and Film Institute in LA and have an actor’s agent now, so with any luck perhaps a new post-modelling career will follow,” she said.
Originally published as Australian Fashion Week 2021: Romance Was Born stronger than ever after pandemic lockdown
“Eyes wide open” clause for night-life hubs
Paperwork for properties in entertainment hubs will be changed to stop NIMBYS moving into a night-life hub then trying to kill the vibe.
Aussie small business complaints against social media skyrocket
Small businesses are responsible for a huge jump in complaints against social media and tech companies – with hacks and suspensions costing them money and customers.