fascinating and most amusing parts of fashion week.
And as Mercedes-Benz Fashion Week kicks into gear in Sydney, it’s celebrities, all-important buyers and retailers, editors, stylists and a whole lot of self-anointed fashion bloggers who make the A-row cut.
The posturing and posing that goes on to secure a coveted front row seat at each and every one of the 47 shows can be hilarious.
No matter how high a heel you wear, how big your sunglasses are or how smartypants your designer blazer is, no-one gets seated front row if they can’t, literally, bring something to the style marketing table.
The main front row players are definitely editors. And buyers. Hands down.
But bloggers and digital media players have made their presence known over the last few years — with the better ones considered front row deities when it comes to seating.
Designer Kym Ellery snared the opening night slot of fashion week with the likes of Lindy Klim, Kyly Clarke, Margaret Zhang, Bambi Northwood Blyth and every magazine and style editor that mattered in the front row.
Model Gemma Ward attends the Tome show at Mercedes-Benz Fashion Week Australia 2015 sitti
(Photo:www.marieaustralia.com/formal-dresses)
Meanwhile, Vogue, Harpers Bazaar, marieclaire, Sunday Style and Elle are the main front row magazine players.
“The Ellery front row was an impressive mix of international guests, local fashion media and buyers and Sydney celebrities,” says Vogue Australia editor-in-chief, Edwina McCann.
“It was a well dressed crowd who turned up the following morning to the first show, Tome, looking equally well turned out and ready for business.
“Gone are the days when hangovers were in fashion!”
Yup, late nights, for real fashion workers, just aren’t in fashion.
McCann says not everything that is actually ‘on trend’ ends up in the front row.
“Flat shoes are well and truly in this season, but I didn’t see many front row,” she adds.
“At Mercedes Benz Fashion Week Australia it seems heels are absolutely always on trend.”
One of the world’s leading fashion commentators says he is genuinely knocked out by the improved calibre of dressing on this year’s front row.
Godfrey Deeny from Paris (he writes for Le Figaro) hasn’t attended the Australian event in five years but was overheard commenting that the front row looks better dressed and more sophisticated than his last visit.
As far as seating the front row, there are a solid group of public relations people working with their designer clients to put together each seating plan.
One of these people is Nikki Andrews from the NAC media group, who says seating can be a game of cat and mouse.
“It is like piecing together a big jigsaw puzzle,” says Andrews.
“Each designer has different priorities with key press and key buyers and of course celebrity still the main priorities.
“There is always a juggle on the day and of course a few extras that always insist on front row.
“But it is usually those who request front row who don’t really deserve it,” smiles Andrews.Read more here:www.marieaustralia.com/cocktail-dresses