Aussie designers love showcasing latest designs at Mercedes Benz Fashion Week

IT’S the Superbowl of Australian fashion with local and international buyers and designers about to touch down for the main event in Sydney this week. Alice McCall and other designers revealed why they choose to showcase her collection at this big event.

IT’S the Superbowl of Australian fashion with local and international buyers and designers about to touch down for the main event in Sydney this week.

Australian Fashion Week kicks off tomorrow with much-hyped Camilla and Marc while Alice McCallwill show her resort collection on Monday night. McCall says she chooses to invest in the event because it had garnered such positive results for her brand in previous years.

Alice McCall loves showcasing her collection at this time of the year. Picture: Chris Pavlich

“There’s a lot of international buyers coming out as well as Australian buyers, I think it’s a tremendous way to showcase the collection on an international platform as well. It also falls at a really great time in mid-May where it’s not February or September where the main international shows are on. It’s definitely the right time to show on the global fashion calender.”

Australia’s largest shoe brand Senso has partnered with up and coming designer Hansen and Gretel to create a fashion collaboration that will be unveiled on the runway on Tuesday.

Label Senso's Imogen Mellor and Hansel and Gretel designer Ainsley Hansen have collaborated for this fashion event. Picture: Supplied

“We have a similar audience so working with Hansen and Gretel was a match made in heaven and perfect timing for us to collaborate,” Senso’s Imogen Meller said.

Actor Elsa Pataky will be sat front row at a number of shows while model Cat McNeil will return home to work with Jasmine Yarbrough’s label, Mara & Mine.

MORE: Why this year’s fashion week will be like any other

MORE: Behind the scenes of a crazy fashion week

Catherine McNeil will be working with Jasmine Yarbrough’s label. Picture: Christian Gilles

Chris Hemsworth’s wife Elsa Pataky will be front row at a number of shows. Picture: Nicole Bentley for Vogue Australia

Online retailer The Iconic is also getting in on the action, trialling an Australian first one hour delivery service. Attendees at the event will be able to buy items from a ‘Designer Edit’ and have them delivered within sixty minutes to the dedicated hub at Carriageworks.

Ovolo hotel in Woolloomooloo will also be the official partner of Fashion Week with C/Meo Collective also styling the property’s signature suite.