Distopic Runway

SkillsOne heads to Fashion Week!

We go behind the scenes at 2008 Rosemount Australian Fashion Week and meet designer Daniel Avakian, make up artist Nicola Burford and event director Jarrad Clark.

At Fashion week, we meet young emerging fashion designer, Daniel Avakian, who decided to pursue his dreams of being a fashion designer, despite the fact that his background was in a slightly less glamourous industry. We meet him as he prepares to launch his Summer 2008/2009 Collection at Rosemount Australia Fashion Week. Chat to him to discuss his amazing journey, will watch as he coordinates the parade from backstage and see his creations as they emerge on the catwalk.

Throughout the madness of getting models and garment in order, we meet a successful make up artist Nicola Burford, who is involved in Rosemount Australia Fashion Week. She works with celebrities, travels the world and indulges her creative side - it's all in a day’s work for this make up artist. Nicola – MAC Cosmetics Senior Artist – is living the dream!

Media delegates from the most coveted fashion magazine titles around the world have arrived, the front rows are filled with the latest 'it' girls from Australia and abroad. Backstage, dozens of models are primped and preened as they get ready to strut their stuff. Fashion Week, as an event, is a huge undertaking, and one that IMG are synonymous with internationally. Finally, we’ll meet Jarrad Clark, the Regional Production Director, to find out how such an event is pulled together by the Event Director.

About Daniel:
As strange as it may sound, Daniel Avakian was a tow truck driver before deciding to pursue a career in fashion. After watching an Italian film about an orphaned tailor, Daniel enrolled into the fashion design program at the Whitehouse Institute of Design in Sydney, Australia.

Graduating in 2003, he was awarded with a 1st prize scholarship to complete his Masters in Design at Academia Italiana Arte Moda in Florence Italy, where he refined his skills in tailoring and couture, graduating with 1st class honours in 2005. Daniel then moved to east-London where he worked as a freelance designer and pattern-cutter for various brands.

2007 saw the launch of his self-titled label ‘Daniel Avakian’, evolve from a desire to branch out and be experimental.

About Nicola:
Nicola grew up in England but is now based in Sydney. She is the Senior Make Up artists for MAC Cosmetics Australia. While her younger years were spent flitting from one career ambition to another – doctor, vet, storekeeper were among them –a fascination with movie special effects saw her arrive the conclusion that she wanted to be a make up artist.
While accompanying her older brother to various hip nightclubs and parties in the 80s, Nicola noticed how make up was being worn by both sexes to attain the androgynous beauty ideal of the time.
She enrolled in the London College of Fashion for special Effects and then freelanced for TV after that.
During one of the slower periods, a friend suggested she work for MAC. She worked for MAC in London for several years before deciding to travel and finally settling in Sydney.
In 1998 MAC opened its first Australian store in Sydney and Nicola took up a management position. She became the brand’s Senior Artists six years ago. She’s worked with celebrities, regularly does fashion editorial shoots for magazines, and is often found backstage at fashion shows.

About Jarrod:
Jarrad is their Regional Production Director. He’s been involved with Australian Fashion Week since the beginning (before IMG acquired it). He’s now based in the Hong Kong office (their regional head office) but is back in Australia to oversee the production.

About the companies:
Daniel Avakian:
Daniel Avakian received wide praise for his Autumn Winter 2008 that was show an last year’s Fashion Week. It was inspired by the recently revamped ¨Willy Wonka" film and a fascination with lollypops and candy. ¨By marrying crispy satins, stiff organzas and jacquards, with futuristic style lurexand super slinky jerseys, he experimented with all fabrics that sound, act or look like lolly wrappers to evoke a sense of wit within classic styles. His Summer 2008/2009 collection is entitled Dystopic Runway and will feature a combination of 50s chic with sculptural tailoring and will again use colour, print and texture to push the boundaries of modern aesthetics and present a unique futuristic vision. Avakian’s designs are known for their modern lines, sharp tailoring, attention to details, couture dressmaking techniques, and bold silhouettes.

Make-up Art Cosmetics, better known to most as M•A•C, is a brand of cosmetics sold internationally, that originally became famous through word-of-mouth endorsements by professional makeup artists, models and celebrities. The company has become synonymous with glamour due to its ever-growing presence in the fashion industry, continued use of celebrity endorsements and commitment to cruelty-free products and universal diversity. The company was established in 1984 in Canada by Frank Toskan (a make up artist and photographer) and Frank Angelo (the owner of a chain or hair salons). In 1994 the company was acquired by the Estee Lauder group.

IMG is one of the world's premier and most diversified sports, entertainment and media company. They partner with many of the world's marketers and media networks to help them grow their businesses through event sponsorship opportunities, media production and distribution, talent brands, sponsorship consulting, brand licensing, sponsorship sales and other services. IMG is a global leader in event management and talent representation across golf, tennis and fashion and has a significant presence in many other sports, cultural and lifestyle categories. Founded in 1960 with a handshake between Mark McCormack and golf legend Arnold Palmer, IMG has grown into a global operation. In 2004, renowned entrepreneurial pioneer Ted Forstmann acquired the company and infused it with renewed energy, creativity, and strategic direction. They are responsible for Fashion Week at locations around the world.

VJ Linda Mirabilio