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Air New Zealand Fashion Week organisers have suggested designers ‘throw away the rule book and get creative’ to work smarter not harder and stay sustainable.

Managing Director Pieter Stewart Stewart spoke to designers at a recent meeting about maximising their sponsorship opportunities, keeping shows simple and effective, and cutting back on unnecessary trimmings.

“This year will be more challenging than ever for some designers, however those that stay focused and make changes in preparation for changing consumer behaviour will continue to flourish. A strong recommendation we’ve made to all designers is to look at sustainability within their business in every way.   

"A strong and lean financial model to ensure survival through difficult times coupled with options that ensure eco accountability are now important considerations in the minds of customers."

The 2009 event will be held on September 21-25, to accommodate key international fashion weeks.

Stewart said she’s encouraged by the early interest and indications of strong commitment to the collections from designers.

“During these challenging economic times it’s encouraging to see so many designers coming to us at this early stage hoping to show Autumn/Winter collections at this year’s Fashion Week. As always we have a strong core of established designers plus emerging designers expected to show,” she said. 

With an eye on international markets, Stewart has set this year’s dates to accommodate changes to the dates of key international fashion weeks. New York Fashion Week has confirmed set annual dates in early September, closely followed by London Fashion Week.    Air New Zealand Fashion Week will now coincide with Milan Fashion Week, but falls prior to Paris Fashion Week.

ANZFW will be extending invitations to media and buyers not just from the traditional markets but to the strongest developing markets of the Asia region and USA.

“We feel that Asia, is a relatively untapped opportunity for New Zealand designers. Asia is right on our doorstep and a hugely emerging market. We hope that by shoulder tapping some key publications, celebrities and buyers, and bringing them to New Zealand we’ll be able to open some doors so local designers can gain a strong foothold exporting to these countries,” said Stewart.

Confirmed designers for Air New Zealand Fashion Week 2009 will be announced at the Designer Announcement event held at The Westin Hotel in late July with the release of the final schedule and designer list for the week just prior to the shows.