Local labels shine at Myer pop up

By Lana Guineay

Adelaide Fashion Festival 2017 is bigger, better, and more stylish than ever – with a bursting program of runway shows, classes, markets and more putting sartorial South Australia on the map.

Over five days in October (Oct 11-15), AFF will be shining the spotlight on local labels – but the action isn’t confined to the runway. Retail giant Myer have just announced a pop up shop, stocking seven local designers as part of the festival.

Good Studios

Good Studios

From SA-sourced Merino wool to hand-painted silk, casual to couture, the chosen designers showcase the diverse talent of the local style scene.

Featured designers include womenswear from Good Studios, Naomi Murrell, Stephanie Chehade, Lexi and Alpha Be, and accessory brands Sylvy Earl and Julie White.

Adelaide brands Acler (recently spotted on Beyoncé) and Finders are already stocked by Myer nationally.

Sylvy Earl

Sylvy Earl

Chris Kontos, Creative Director of Adelaide Fashion Festival presented by Mercedes-Benz Adelaide says the concession is a great opportunity for SA talent to be supported by a national retail icon.

“It’s such an amazing opportunity for our local designers to have the support of Myer who are leaders in the Australian fashion industry,” he says.

“These contemporary brands represent the diversity and strength of our South Australian fashion industry and to see them showcased by Myer is exciting for the designers and the AFF.”

Julie White

Julie White

Myer Executive General Manager Merchandise Buying Karen Brewster says that Myer is proud to help introduce the local labels to a wider audience.

“It’s a wonderful opportunity for us to showcase talented local designers who wouldn’t ordinarily have the opportunity to present their designs in a department store environment.

“Myer is proud of our strong and established relationships with South Australian brands Acler and Finders and we look forward to fostering new local talent into the Myer family in the future.”

Lexi

Lexi

The news tops off a stacked year of festival firsts, including the announcement that style stalwarts Vogue magazine are heading to town to present the Vogue Festival on October 13 and 14.

Other highlights include a live art installation with local artist Tiff Manuell, the inaugural ‘Rural Runway’ held in the Barossa, two Paolo Sebastian shows unveiling the couture designer’s new SS18 collection, a TAFE SA runway showcasing emerging talent, and a wrap party taking over the East End.

Stephanie Chehade

Stephanie Chehade

Naomi Murrell

Naomi Murrell

Alpha Be

Alpha Be

Show your support, shop local and stay stylish by heading to level 1 of Myer Rundle Mall from October 2 to 22.

Check out the Adelaide Fashion Festival full program.

Visit I Choose SA to find out how you can support our state by choosing South Australian businesses, products and services.

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