Enter the virtual showroom at AAFW 2021

Browsing the virtual aisles of online shops has been a mainstay of how we shop our favourite designers for years, but it took on greater significance during the past year when we were staying home, not travelling and could only shop virtual aisles.

For wholesale retailers and the labels they regularly buy from, lockdown and the no travel situation of the past year meant they were in same position as e-tail consumers — they needed a “virtual aisle” where designers could showcase their collections and their wholesale clients could virtually view them and place orders.

Enter: ORDRE. The virtual showroom platform, which was founded in 2014 by husband and wife, Simon P. Lock and Kirsten Lock, became key for designers and global wholesalers to virtually connect and work together. Here in Australia, this virtual “aisle” was assisted even further with the formation during the height of the pandemic of the Australian Fashion Council (AFC) and ORDRE’s AFC Virtual on ORDRE program. The program was established to allow AFC members to continue to manage and grow their wholesale businesses virtually without physical showrooms.

With travel still off the agenda for many global wholesale retailers, the AFC Virtual on ORDRE program will have an Afterpay Australian Fashion Week (AAFW) edition where a raft of emerging and established designers will virtually showcase collections to their global customers, providing the perfect virtual showroom element alongside the live and digital shows at Australia’s premier fashion event.

Which brands will be hosting a virtual showroom on AFC Virtual on ORDRE at AAFW? The brands include, Bondi Born, Ginger & Smart, MAARA Collective, Manning Cartell, Oroton, Romance Was Born, Erik-Yvon, Aaizél, Replica Project, Shona Joy, Christian Kimber, Beare Park, Akira, Yousef Akbar, and Karla Spetic. All these labels are also part of the stellar AAFW line-up, presenting their collections in live runway shows at Carriageworks in Sydney or with an exclusive digital presentation on ausfw.com – the digital live streaming and on-demand AAFW platform.

Afterpay Australian Fashion Week is taking place from May 31 – June 4, 2021 live at Carriageworks, Sydney and virtually at ausfw.com. Find the full schedule of events at AAFW, here. And book your tickets to AAFW shows, events, talks and more, here.