There’s more to iD Fashion Week than the International Emerging Designer Awards show, writes Brittany Pooley. She talks to the creative minds behind Human Apparel Expo18.
Out with the old and in with the New New New.
With the decision to drop the "iconic'' railway show, iD signalled its intent to move Fashion Week into the future.
Following that lead, brewery New New New Corporation and design store Guild have combined to present a punk-futuristic-themed take on fashion - Human Apparel Expo 18.
The brainchild of New New New events manager Dallas Synott and fashion designer Dallas Cunningham, Human Apparel Expo 18 will be an eclectic mash-up of fashion, music, hospitality, hairdressing, makeup and theatrical performance.
"It's the first time New New New has done an event like this,'' Synott said. "We are really into experimenting with our events and seeing what can happen when we reach out to different creatives in different areas of the city.''
With a theme of punk-futurism, a collaboration with local design store Guild seemed like a natural fit.
"The whole business model of Guild is futuristic in that it's basically recession-proof,'' Synott, one of the store's founders, said.
This is the first time Guild will parade its designs as a collective. Tonight's event will showcase Cunningham's label Aunty alongside Beats in collaboration with LKMR, Born Original, Chris Idour, Darlene Gore, Jackie Ryder, Melanie Child, Self Destruct Studio in collaboration with Max Mollison, Senorita Awesumo and Tinch.
"I think it's good for smaller shows to have a chance to draw the crowds of iD in,'' Cunningham said. "I'm sorry to see the railway show go as it was so iconic and was where it all started, but it's time for a new look.''
New New New art director Daniel Alexander was also a key player behind the scenes.
"Daniel has been instrumental in the planning of the show. I work very closely with him on every event. What he adds is huge,'' said Synott. "He really latched on to the flavour of the show and got it right with the imagery.''
The venue for the show, the brewery's Crawford St premises with its tanks and industrial feel, also helped inspired the theme for the show.
"We are lighting up all the brewing tanks and all the machines and turning them into a feature; elevating it to a punk-futurism industrial space for the show,'' Synott said.
The event will be accompanied by Dunedin bands Astro Children and Death & the Maiden.
Astro Children's Millicent Lovelock said the idea of having live bands play at a fashion show was exciting.
"It makes me feel like Harry Styles at the Victoria's Secret fashion show,'' Lovelock said. "I'm interested to see how people will respond to models walking to a live band, and more interested to see how models will manage walking to our music.''
Synott was also excited by the prospect.
"Between the punky, noisy side of Astro Children and the Goth sides of Death & the Maiden, the music will really round off the whole evening. I couldn't have hoped for two better bands to be involved.''
It is hoped the Human Apparel Expo will inspire future iD associated events.
"It's something really cool and different to what other people are coming up with and it's going to be fun and crazy and unusual,'' Synott said.
Cunningham agreed: "Anything can happen!''
As well as sponsoring and hosting the event, New New New has released two beers for the show.
Be there
• Human Apparel Expo 18, tonight at New New New Corporation, 218 Crawford St, Dunedin. Doors open 7pm.
