In a city brimming with budding fashionistas and talented designers who are eager to dress them, it should be expected that Melbourne has every aspect of the retail market cornered.
Not quite yet, it seems, but if the success of the newest market ventures from some of Melbourne’s own creative young entrepreneurs is to go by, it will have soon.
Incorporating unique designer merchandise, a location within the confines of one of Melbourne’s beloved watering holes, and tunes from a rotating list of talented DJs, the latest markets to grace the cities fashion calendar is poised to leave its mark as Melbourne’s newest shopping experience.
The Up & Comers Fashion Market is the creation of RMIT graduate, Stef Dadon, who, together with Melbourne University student Elise Kausman, first launched the markets in May, and have set out to provide the opportunity for emerging designers to bring their creations straight to the Melbourne public.
Having themselves spent time selling their wares in markets around Melbourne through their vintage label Ladylikes and becoming well versed in the Melbourne market scene, the duo soon realised there was a potential to create their own markets in a retail gap they quickly set out to conquer.
“We did the rounds of all the Melbourne markets, and came to realise that while there are so many markets around our city, there isn’t a market that’s dedicated purely to emerging fashion designers,” Dadon explains. “The Up & Comers Fashion Market provides designers with a unique environment where they can get together with other creative individuals at a place that attracts the right audience.”
Paving the way for interest in the markets, they launched a marketing stunt during the L’Oreal Fashion Festival, with a collection of models, all clad in black, and taking to Melbourne’s CBD to stage a mock protest against the fashion triteness on Melbourne’s streets and to promote the upcoming markets.
The stunt seems to have worked, with the first round of markets a hit and continuing interest from designers and shoppers alike keeping it busy each month. Markets are, after all, something of an institution in Melbourne, and combining this with the tendency for trendy young Melbournians to quickly latch onto the new and stylish seems like a no-brainer for success.
Located at the Ormond Hall (next to the Belgian Beer Cafe), The Up & Comers Market takes place on the second Saturday of every month, and offers the rare opportunity for fashion buyers who are eager to embrace emerging Australian designers, the chance to sift through 30-odd stalls of new names in clothing, accessories and unique vintage sellers.
Dadon understands the predicament facing talented up-and-coming designers who may have the goods but not the big bucks required to get their labels the exposure they need, and is eager to provide them a platform to showcase their talents.
“I think that a big part of the problem is finding financial backing to get a label up and running… One of the reasons we came up with the market was to give designers an inexpensive way to showcase their designs to the public, as well as to help them get their foot in the door of the fashion world,” she explains.
Dadon chooses the stall-holders through a short selection process to ensure that “all pieces sold at the markets are unique and innovative” and has had interest from designers throughout Australia, with some coming from interstate specifically to sell their creations at the markets.
And if the first couple of markets are any indication, there is no shortage of talent waiting to be discovered by Melbournians.
“After the last couple of markets I’ve logged onto Facebook and seen people posting on one of our designers’ walls saying ‘it was great to meet you at The Up & Comers Fashion Market’ and ‘Please let me know where I can buy more of your pieces’, and that really excites me. It’s great to see that the designers are really benefiting from the market, even outside of the market itself,” Dadon says.
The next market takes place Saturday, August 14th with appearances from labels like Leon Vault, Her Pony, Modernist, Yuka Accessories and jewellery sellers Marika King and Angi Mac. Though they aren’t household names yet, it is only a matter of time before many of these labels start making appearances in high street stores (with a far heftier price tag).
So if supporting fresh, young talent sounds like your thing, head down to Ormond Town Hall tomorrow (557 St Kilda Road, entry via Moubray Street), from 11am until 5pm to discover the next big things in Australian fashion. And if the urge to support the local talent becomes too overwhelming for your wallet, head next door to the Belgian Beer Cafe to drown those lingering vestiges of buyer’s remorse.
For designers interested in operating a stall at the next market, email Stef at info@ladylikes.com with 5 images of your pieces and a bit of information on the label.
Visit the Up & Comers Market website for more information.
Add the Up & Comers on Facebook and Twitter.
Image credits: Jeremy Blode
