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Source: Reuters -
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Air New Zealand Fashion Week has confirmed its dates for 2009, as designers tackle the issue of the economic downturn.
Organisers say Fashion Week will hit the catwalk from September 21-25 this year.
The announcement of the dates comes with indications of strong commitment to the collections from designers.
Air New Zealand Fashion Week Managing Director Pieter Stewart says she is encouraged by the early interest.
"During these challenging economic times, it's encouraging to see so many designers coming to us at this early stage hoping to show Autumn/Winter collections at this year's Fashion Week," she says.
Recent designer meetings held by Fashion Week organisers suggested designers "throw away the rule book" and "get creative", working smarter not harder in the current economic climate.
Stewart has spoken to designers about maximising their sponsorship opportunities, keeping shows simple and effective, and cutting back on unnecessary trimmings.
"This year will be more challenging than ever for some designers, however those that stay focused and make changes in preparation for changing consumer behaviour will continue to flourish," Stewart says.
"A strong recommendation we've made to all designers is to look at sustainability within their business in every way."
With an eye on international markets, Stewart has set this year's dates to accommodate changes to the dates of key international fashion weeks. New York Fashion Week has confirmed set annual dates in early September, closely followed by London Fashion Week.
Air New Zealand Fashion Week will now coincide with with Milan Fashion Week, but falls prior to Paris Fashion Week.
Invitations will be extended to media and buyers not just from the traditional markets but to the strongest developing markets of the Asia region and the US.
"We feel that Asia, is a relatively untapped opportunity for New Zealand designers," Stewart says.
"Asia is right on our doorstep and a hugely emerging market. We hope that by shoulder tapping some key publications, celebrities and buyers, and bringing them to New Zealand we'll be able to open some doors so local designers can gain a strong foothold exporting to these countries."
Confirmed designers for Air New Zealand Fashion Week will be announced in late July.
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