FROM flax roots to internationally renowned competition, Miromoda has transformed what was an indigenous Maori fashion apparel board into a massive 12 designer showcase. Founding director of New Zealand Fashion Week and head Miromoda judge Dame Pieter Stewart explained she was struggling to decide who wouldn’t go to fashion week.
Ata Te Kanawa, who is co-founder and organiser of the showcase, was surprised to hear Stewart would not go back on any of her selections as it poses a logistical problem for the showcase, meaning more than 100 back stage crew will now be required to accommodate for the extra designers.
Since 2011 the Miromoda showcase has attracted more than 1000 viewers, and it’s now planning to launch an online platform housing exclusive items from selected designers on the eve of the NZFW showcase.
NZFW has shifted from being a trade only event to a public affair, gaining massive media attention and traffic. Former Miromoda entrant and designer of Surface Too Deep Sarah-Jane Abraham states the attention has allowed a swift sale directly to consumers through online retail avenues. However, the event still draws in international media and buyers – an invaluable resource for Miromoda designers.