Adelaide's fashion scene grows as internet, education brings world's catwalk closer
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Adelaide might be fashionably late to the world of design and couture but with the power of the internet and social media, those in the local industry say it is booming.
Many of Adelaide's leading designers, who would have previously moved interstate or overseas to make a name for themselves, are choosing to stay home.
Designer Paul Vasileff, whose label Paolo Sebastian graced international runways and is worn by celebrities around the world, said it was his connection to Adelaide and family that brought him home after studying fashion at Europeo Istituto di Design in Milan.
"I get very homesick. I love Adelaide and I really can't live away for very long," he said.
"The local community here have been so supportive of Paolo Sebastian and I know of other brands as well, even other designers are so supportive of us, which is really wonderful."
In less than 10 years the 26-year-old — who has just been named 2017 SA Young Australia of the Year — has managed to turn his label into one of Australia's leading couture houses.
"From here we're able to do so much interstate and overseas really now with the changing industry, with the power of the internet and social media," he said.
"It really doesn't matter where you are in the world anymore as long as you've got wifi.
"I know when I started 10 years ago nearly, there was little to no industry here so noticing the change then to now has been incredible so I'm excited to see what it's going to be like in 10 years' time.
"I started out as a one-man show so I was doing all the pattern making, all the cutting, everything myself and now we're a team of 15, so it's been exciting to see how over the years how the brand has grown."
Shift away from Melbourne and Sydney
Previously, budding designers wanting to study fashion at university level had to move interstate or overseas.
Fashion lecturer Miranda Edwards said South Australia was losing talented designers as a result.
But last year TAFE SA and Flinders University teamed up to offer the state's first bachelor degree in fashion, a move which has led to an increase in fashion graduates this year.
"In retrospect, we realised how high the demand was," Ms Edwards said.
"Our industry in Adelaide is changing rapidly and I think the students understand that and have confidence that they do not need to leave Adelaide to start their own businesses and be successful entrepreneurs.
"And that was never the case 20, 30 years ago — it was very much that the industry was polarised in Melbourne and Sydney."
The inaugural graduating class of the new course will exhibit its garments at the graduate fashion parade and most students were confident their future would be in Adelaide.
Fashion student Jess Salvi said she was surprised and delighted to secure a job as a head designer in Adelaide for local fashion label, Ryderwear.
"Most people from the outside would say it's very small and limited [the Adelaide industry] but I think when you're actually involved in it you realise there's quite a lot of possibilities," she said.
"Maybe give it another three or four years and I think it will be up there with Melbourne hopefully."
Topics: fashion, design, arts-and-entertainment, education, adelaide-5000, sa
