"What do you think about the latest Australian Fashion Competition in young women?"
I've got to admit that I'm not the first person to run into a store to buy the next pair of Tony Bianco Pumps or Alannah Hill Blouse but that doesn't mean I don't like what they have to offer. A competition seems to have risen in the past few months, similar to the "Keeping up with the Jones" senario.
This new competition is homegrown as well, with young women pushing away worldwide brands such as Gucci and Guess to focus on Australia's talent. This is probably because the new Australian Designers have a fresher more Australian feel to their clothes. Young men are wearing checked shirts from Australian brand BANG and boots from R.M.Williams. The surpise is the majority of these men are heterosexual and yet, they are developing an interest is Australian fashion, just as women have.
The problem is however that people don't want american or french brands they want homegrown and they are competing to claim the prize of 'aus. brand savvy'. Every second teenage girl owns a Guess wallet so as all other designer pieces they have lost their status. Guess has become tacky. But how many girls own an Alannah Hill evening dress or Sass & Bide jeans? These items are rare amongst teenage friends, therefore they have status and as it happens those who own them have status. This is why generation Y has gone SO CRAZY over Australian brands. The status is overwhelming. 
Sure, Chanel and Louis Vuitton may still loom over our heads but every girl and boy wants a piece of Australian Designer. It's the new movement, and frankly I'm loving it!
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