Wellness is taking over Australia’s high fashion industry
Self-care boomed at the same time athleisure wear took over the runways. Experts say casual is out and formal is in, but wellness is here to stay.
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BYHEALTH’s Nutrition Pro+ range is bringing the future of nutrition to you
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Wellness has long played an important role in the Australian fashion industry. Local designers helped pioneer the athleisure category, after all – a trend that started in the ‘70s, accelerated during the ‘90s, and jackpotted during the outbreak of COVID-19. The careful balance between casual comfort and elegance is expected to grow into a USD $358 billion (AUD $534 billion) industry this year.
“We saw Australian designers including Camilla and Marc, Carla Zampatti, Rebecca Vallance, Camilla, and Romance Was Born, respond to their customers’ changing lifestyle patterns during the pandemic by introducing more casual items into their collections, such as loungewear, sleepwear, and even bed linen,” said Natalie Xenita, Vice President and Managing Director of IMG Fashion Events Asia-Pacific.
The company owns and organises Afterpay Australian Fashion Week (AAFW), which will take place at Carriageworks in Sydney from May 15-19. This year’s line-up includes runway shows, talks and seminars, drinks and dining, activations, and chances to see the biggest names in fashion.
Big changes are in store as the industry shakes off the relaxed style of the last three years with a return to formal wear, including cutting-edge trends in occasion wear and evening wear. This year’s runways will see more menswear, more genderless collections, and more under-represented groups.
However, wellness will remain a priority – and it’s even more lucrative in 2023. AAFW announced an exclusive multi-year partnership with BYHEALTH this year, a leading vitamin and dietary supplement brand. It coincides with the launch of BYHEALTH’s new premium supplement range, Nutrition Pro+, which includes Milk Thistle, Liver Detox, Man Vitality, Iron, and Grape Seed.
The brand is booming in China, thanks in part to intensive in-house research that includes nutrition, cardiovascular health, and anti-ageing. It’s hoping that AAFW will provide the springboard it needs to bring its products to the world. The liver health business has a market size of RMB 12 billion (AUD $2.6 billion) and BYHEALTH’s Nutrition Pro+ Milk Thistle product has taken over almost 15 per cent of the Chinese market in just three years.
The supplement sector is crowded and notoriously difficult to navigate, so on top of the intensive research process, the raw ingredients are extensively tested for quality and efficacy. BYHEALTH also built its own factory to ensure every step is transparent and done to the highest possible standard.
More than 24,000 people are expected to attend AAFW across the five-day schedule. The event generates media coverage reaching an audience of more than 232 million, with audiences from over 70 countries watching the shows via the event’s streaming platform.
“It’s the most impactful fashion week in Asia-Pacific,” said Jesse Gu, Head of Sales and Marketing at BYHEALTH. “We want to promote the idea of work-life balance, of being the best version of yourself, of being beautiful inside and out. There’s a real synergy between fashion, health, and quality.”
The exposure also creates incredible opportunities for talented up-and-coming designers. One of the most exciting events on this year’s calendar will happen when the new collection from Ngali hits the runway. Founded by Wiradjuri woman Denni Francisco, the brand turned lots of heads during the Indigenous Fashion Projects runway over the last two years. This year Ngali will present the first stand-alone runway show by an Indigenous designer in the history of Australian Fashion Week.
This year’s event will also mark the anniversaries of many leading names. Anna Quan, Karla Spetic, and Michael Lo Sordo are celebrating 10 years in business; Aje and Bianca Spender are celebrating 15; and Gary Bigeni is celebrating 20 years. Naturally, the big milestones will mean big festivities.
BYHEALTH will be on display at The Hub at Carriageworks, which will set the scene for informative conversations and panels discussing this season’s trending topics. Other drawcards include the Glenfiddich Whisky Wanderer, which is a luxury lounge inside a 1972 Leyland double-decker bus, as well as Hendrick’s Gin Parlour, which is a pop-up watering hole serving fashion-forward cocktails.
“We are thrilled to launch this partnership,” said Ms Xenita. “We look forward to showcasing BYHEALTH’s innovative brand alongside the best of Australian fashion at AAFW in May.”
BYHEALTH’s Nutrition Pro+ range is made from quality ingredients sustainably sourced from 23 countries, backed by intensive scientific research, and produced in a transparent factory in Melbourne. This is the future of nutrition. Learn more.
The Australian’s editorial staff were not involved with the production of this content.
This content was produced on behalf of BYHEALTH. Read our policy on commercial content here.
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