Australian Fashion Week has stirred controversy by snubbing renowned designer Gail Sorronda, known for her gothic-inspired creations that blend elements of dark glamour from films like Nosferatu and Picnic at Hanging Rock. Despite accolades from industry icons like Karl Lagerfeld and Dolce & Gabbana, Sorronda faced rejection from the event organizers for the upcoming runway show in Sydney.
Expressing her shock and disappointment, Sorronda revealed her dismay upon receiving a generic rejection email, indicating that her application to mark her brand’s 20th anniversary at the same event where she launched her career in 2005 was turned down. The decision came under the helm of The Australian Fashion Council, the new organizers of Australian Fashion Week following the event’s transition from IMG to a new management team led by Kellie Hush.
The shift in focus towards a trade-oriented event, emphasizing businesses ready for local and international wholesale, led to Sorronda’s exclusion as her application suggested a different direction. Despite her extensive experience with global retail presence and a boutique in Brisbane, the selection committee, spearheaded by Simon Lock, opted for a more trade-centric approach, leaving Sorronda surprised by her early elimination among the 78 applicants.
While the final lineup for the revamped AFW is still in the works, with considerations of government funding and sponsorships, the event’s new chief executive, Kellie Hush, is navigating the challenges of organizing the event within a tighter timeframe compared to previous editions under IMG’s management.
Although disappointed by the snub, Sorronda found solace in the support she received from the Melbourne Fashion Festival, where her latest collection is set to debut alongside other esteemed Australian designers. Recognized for her unique blend of creativity and timelessness, Sorronda’s inclusion in the Melbourne showcase signifies her enduring appeal and commercial success in the fashion industry.
As the fashion community awaits the unveiling of the finalized lineup for Australian Fashion Week, the exclusion of Gail Sorronda has sparked discussions about the evolving dynamics of the event and the industry’s shifting priorities towards a more trade-oriented approach. Despite the setback, Sorronda’s resilience and continued recognition in other prominent fashion platforms underscore her enduring influence and appeal in the world of girl fashion.
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