Several fashion bloggers and “digital influencers” have been invited from China, Singapore and the Philippines to attend dozens of runway shows throughout the week.
Grazia Australia has also flown in two editors from its partner agency in China and hired Sydney-based Chinese writers and presenters to report on fashion, travel and lifestyle news in Mandarin via Weibo and WeChat social media channels.
Grazia’s China markets director Adam Huang said his team was focused on reporting fashion and lifestyle news in a “Chinese way to explain what is happening in Sydney”.
In South-East Asia though, Australian fashion is booming according to Singaporean blogger Nicole Wong.
“Back in Singapore, Australia fashion is widely well received because of the weather and climate, the type of materials used and the designer cut,” she said.
“It’s very work appropriate as well but still sexy at the same time — still very classy.”
Ms Wong is one of several digital influencers from Asia invited to attend Australian Fashion Week this year.