pic courtesy of ghd for Dion Lee: the dress & model, Samantha Harris, defined Fashion Week
This piece isn't about the frocks and the trends that came out of Rosemount Australian Fashion Week (RAFW).
There are hundreds of keen bloggers and a slew of fash-eds who'll be delivering their varying critiques over the next few days.
Refreshing not be constrained by the strain of newspaper deadlines (after 15 years of doing exactly since RAFW started) there's often too much navel-gazing when it comes to the frock industry. We sometimes forget how to observe fashion from a more realistic, if not, lighter perspective.
Minus the bells and whistles of which it had become renowned - ludicrous PR stunts used to fill the final 30 seconds of each nights evening news at fashion week time - this year's RAFW showed a maturity.
It was like RAFW had hit 21, not 15.
Most designers, on the whole, seemed to be travelling down a safer, more commercially-viable route. No-one had the mega-coin to splurge tens of thousands on a runway show and get no return. Buyers and their potential coin usage were paramount.
Even though there did seem to be a decided lack of international buyers filling the front rows - row A used to be bursting at the seams with buyers from various Asian and Pacific Rim chains and stores - the week seemed to be hitch-free.
Whether it was an edict from IMG (who own fashion week) there weren't as many attempts rev up a vibe by amping up stunts and gimmicks. The 'Rosemount' diamond bar was used to its full potential, pre and post various shows while there wasn't manic to-ing and fro-ing, like there has been during other years.
The most discussed topic was the use of social media and through it, particularly via Twitter, fashion week came of a new media age.
Between tweets from mags like marie claire, vogue and grazia and twitter faithfuls like @donnygallela, @sassybella, @sassisam, @imeldamatt, @pattyhuntington and @GlynisTN, the cross section of constant opinion was diverse and often divided.
Hardly a minute passed without all news angles being explored on SM and having just come from that other Twitter-fest, the Logies, it looked at times that some other forms of media were finding it hard to keep an angle sacred and exclusive.
Speaking about RAFW to 2dayFM radio each morning as well as the ABC's 702 and a slew of FTA tv stations, the big discussion maker was explaining the use of Twitter.
"Fashion is a bit like Twitter. Those who don't get it tend to dismiss it." I tweeted during the week, as there were still those out there choosing to ignore it instead of trying to wrap their head around it.
It certainly isn't rocket science, so why are people so scared and dismissive of the potential it has to get a message out there?
Anyway, it was an effective and solid week where business was at the forefront. Ok, apart from some of the gorgeously designer-clad Gen Y's who do make it look like one big party . . . .
By the way, the fashion names to commit to memory, once their cohesive collections hits the shelves later in the year?
Dion Lee, Kirrily Johnston's tribal vibe, Bianca Spender, Fernando Frisoni (his menswear particularly), Christopher Esber, Gail Sorronda, Jayson Brunsdon, Bassike, Aurelio Costarella, Little Joe by Gail Elliott, Zimmermann, Ellery, Kate Sylvester, Alex Perry's big and bold show, Manning Cartel, Romance Was Born and ksubi's simple and easy take on next summer.
And hey, what isn't there to love about wearing double or even triple denim? In fact, the denim shirt, jeans and vest are all on. Right here. Right now . . .
The designer: Belynda Macpherson 
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