Tuesday, April 21, 2009
maticevski backstage/sonny vandevelde
As many may already be aware, Melbourne couturier Toni Maticevski will stage a presentation in Sydney tonight at The Ivy. It’s not a Spring/Summer 0910 collection per se, more a collection of 30 unseen looks (above, below) from the past two years. The presentation is being sponsored by Schweppes. As it happens, Maticevski’s Schweppes show comes a week before Diet Coke is to play a pivotal role at Rosemount Australian Fashion Week – an event which, of course, owes its current existence to the naming rights generosity of a beverage. In addition to the multibrand Diet Coke Little Black Dress show, frockwriter hears that Diet Coke is also sponsoring at least 10 other shows at the event. This is interesting, considering that Maticevski himself says that he approached Coca Cola for sponsorship several years ago, only to be informed “We don’t associate ourselves with fashion or celebrities”. Or so he told me on Sunday night when we bumped into each slap bang in the middle of Sydney’s Kings Cross – and amusingly, just a few metres from the suburb's iconic Coca Cola sign.
maticevski backstage/sonny vandevelde
As to why he’s not showing at RAFW proper, Maticevski told me that, beyond his representation in Myer, he’s just “not doing wholesale” at the moment. Given how hard it has proven of late for many designers to extract monies out of retailers - and notably in the US market - this is not difficult to understand.
Maticevski's private order business is, he reports, travelling well – even in the US. Maticevski is in fact planning to return to New York Fashion Week in September and reports that he self-funds all his shows.
all three studio images: justin ridler
Here are also two quite beautiful mid century Schweppes posters, illustrators unknown (even though the red one bears some resemblance to the style, and signature, of venerated French illustrator René Gruau).
Schweppes has plucked these illustrations from its archives, from an era when the brand was actively involved in the fashion business. A selection has been made into postcards, to be distributed tonight.
Wouldn’t it be nice if big commercial brands – and, yes, fashion magazines - once again became the champions of hand-rendered fashion illustration?
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