Serdoun on the catwalk

New Zealand fashion designer Alissa Serdoun is to debut at Rosemount Australian Fashion Week tomorrow Tuesday 29 April 2008 taking her label Serdoun to the international buyers and media. Serdoun, who took part in Air New Zealand Fashion Week 2007, will be one of four individual Kiwi designers, including Kate Sylvester, in Sydney from today to May 1. It will be the first time Russian-born Serdoun has introduced her label to Australia.

"A lot of our customers in Australia are looking forward to seeing our show" Alissa said from Sydney today. "We feel we are one of the more stylishly sophisticated labels in New Zealand already and we are entering AFW to secure greater international recognition. Going to Australia’s biggest fashion show seems the logical step for us."

Serdoun has tripled its sales every year for the last three years. They are seen as an exclusive brand and as such do not look at volume or discounts. Alissa Serdoun said she believe there were no other brand quite like hers in New Zealand. It may sound ambitious "but we like to compare ourselves with the top end designers" she said.

The AFW summer collection catwalks are being held at the International Passenger Terminal down on Circular Quay. Buyers from Canada, Hong Kong, Indonesia, Ireland, Japan, Russia, Singapore, United Arab Emirates, United Kingdom, and USA will attend the shows. Stores attending include Harrods, Lane Crawford, net-a-porter.com, Selfridges, Urban Outfitters and Villa Moda.