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NZ designers to make debut at Aussie Fashion Week

Media release – April 15, 2008

Alissa Serdoun - One of New Zealand most talented designers to make debut into Australian Fashion Week

One of New Zealand’s most talented young designers will feature on the catwalk at Australian Fashion Week in Sydney later this month.

Alissa Serdoun, who took part in New Zealand Fashion Week last year, will be one of four individual Kiwi designers, including Kate Silvester, in Sydney from April 28 to May 1.

It will be the first time Russian-born Serdoun has introduced her label to Australia.

``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 said today.

``Australian women who enter our shop always buy at least one garment from us and they have been very excited about discovering our label for themselves.’’

``Our market is women who want to feel feminine. Our greatest reward is seeing women try on our clothes and you can see the transformation in how they feel. We are unshamelessly at the cutting edge.’’

Serdoun has tripled its sales every year for the last three years. They are seen as expensive and an exclusive brand and they 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 will be 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 including Harrods, Lane Crawford,, Selfridges, Urban Outfitters, and Villa Moda will be represented.



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