The creme of Australian fashion,including the editors ofVogue andHarper's Bazaar,musicians including the Veronicas,stylists and the odd hanger-on are crammed into the iconic location.
The background music is replaced with a thumping beat. The models come out:one,two,10. Ten pieces. That's the brand. Less than 10 minutes later,it's over. Applause.
This,or a similar,scenario has played out more than 35 times at various locations around Sydney over the four-and-a-half days of Mercedes-Benz Fashion Week Australia.
The government and organisers won't disclose the cost of staging the event,but with each show costing upwards of $50,000,plus the expense of bringing in the international press and buyers,the investment is huge. So how do we measure its success?
For designers,it's an opportunity to present their brand vision in a way only they – not their retailers or magazines – desire,and to make crucial sales and connections.
"We don't do fashion week for the PR;we do it because there is a direct return on investment,"says Lizzie Renkert,one half of sister duo We Are Kindred,which specialises in boho-inspired dresses that are a hit especially with the spring racing and wedding party set.