Could Alex Perry have started something with his Spring/Summer 2011/2012 collection unveiling last night at the L'Oréal Melbourne Fashion Festival? A consumer event showcasing in-season collections to consumers, LMFF is popular with designers because its runways present what is in store right now - with some retailers reporting 30-50percent spikes in business during the event. But a wholesale collection that is traditionally shown to buyers and press six months ahead of the season? That's usually the territory of Australian Fashion Week. In reality, Perry showed 'first summer' last night - that is, the first half of next summer's offerings. He still plans to show at RAFW in May. Perry will show 'second summer' at that event - and according to his wingman, Josh Flinn, the second collection will be a lot more elaborate. With the fashion cycle continuing to accelerate, retailers offering far more frequent product drops than ever before and the rise and rise of Resort and Pre-Fall collections internationally, perhaps it makes sense for designers to gain additional exposure via consumer events such as this, at the same time providing some real news value for the fashion media.
