Fast fashion may have taken the slow route to the Australian market, however leading global apparel players are now opening stores locally at breakneck speed. Fuse this with the fortuitous favour currently bestowed on stylish activewear or “sports-luxe”, and globalisation emerges as a two-way street for Australia, as local designers achieve international recognition and the world of fashion seems a little less geographically distant.
Global players shape up Australian arena
While international press and style blogs are out in force assuring the world that the collaboration between New York-based designer Alexander Wang and Swedish fast fashion giant H&M is one of the most highly anticipated events on the 2014 calendar, many fashion-conscious Australian consumers would disagree. Local shoppers have waited with bated breath for the April 2014 opening of H&M’s flagship store in Melbourne, with the brand’s first Sydney store following in mid-October.