Australian Fashion Brands to Showcase With Joor at NYFW
During New York Fashion Week, Joor, the global wholesale management ecosystem, is partnering with WeWearAustralian and Australian Post on its global initiative to promote Australian fashion.
The initiative aims to build on the growing momentum of Australian brands. According to data from Joor, sales of Australian brands have increased 43 percent on its platform over the last five years.
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Starting Feb. 6 in New York, a four-day retail experience featuring 12 brands, including R.M.Williams, Ngali, Viktoria & Woods and Acler. Consumers and VIP guests will be invited to shop the brands in a bespoke shopping experience that will transform a retail space into an “immersive celebration of Australia.” Special design elements include a red earth floor, tea tree-draped ceilings and a Terra Australis sent from Australian perfumer Lumira.
“WeWearAustralian is more than just an initiative. It’s a community-driven movement born from a sense of commitment and connection to the fashion industry,” said Kelly Atkinson, cofounder of WeWearAustralian. “We are so pleased and proud to partner with Joor to take WeWearAustralian and our collective of Australian brands to a global stage. NYFW provides the perfect moment to spotlight the Joor x WeWearAustralian Passport show and showcase the growing influence and importance of Australian fashion.”
In addition to its physical presence in New York, a Joor x WeWearAustralian event will feature 40 Australian brands on Joor Passport.
A curated group of fashion brands have now launched on Joor Passport from a wide range of wholesale categories. These brands include Aaizél, Esse Studios, Acler, Christian Kimber, Lack of Color and the Indigenous brand, Ngali. Notably, several Australian brands will be introduced to international wholesale for the first time, including Viktoria & Woods and Morrison.
A wholesale initiative will also be extended for three months to further engage an audience of global premium retailers.
“We are thrilled to partner with WeWearAustralian and Australia Post on this new digital trade show event — providing 40 of Australia’s foremost fashion brands with a global platform to expand their international distribution,” said Kristin Savilia, chief executive officer of Joor. “We look forward to raising the visibility of these exciting brands amongst a worldwide audience and helping brands and retailers to connect and build lasting, fruitful partnerships.”
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