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AFC Virtual on ORDRE | AAFW Edition

We are proud to announce the launch of the AAFW edition of AFC Virtual on ORDRE, which has been developed in partnership with Afterpay Australian Fashion Week (AAFW) and ORDRE to support Australian designers during AAFW.

by The AFC

2 June 2021

Selected designers have been invited to join the AAFW edition of AFC Virtual on ORDRE which will run from the first day of AAFW, 31st May, through to 15th July 2021, with a focus on presenting and selling women’s Resort ‘22 collections to domestic and international retail buyers. A number of designers presenting new season collections on schedule at AAFW will also be presenting within AFC virtual showrooms on ORDRE.


The brands include; Aaizel, Akira, Bondi Born, Et Cetera Woman, Ginger & Smart, Manning Cartell, Maara Collective, Nicola Finetti, Replica Project, Romance Was Born and Shona Joy, with more to be announced soon.


With restrictions on international travel still in place due to COVID, virtual showrooms are an essential channel for Australian designers to carry on conducting their global wholesale business effectively. 


AFC Virtual on ORDRE was established at the height of the pandemic to allow AFC members to continue to manage and grow their wholesale business virtually when the world’s fashion weeks and physical showrooms were in lock down. The program has been successful building relations with Australian designers and retailers globally and contributing to high volumes of wholesale orders from both international and domestic retailers.


“The industry has had to quickly adapt to managing the business of fashion virtually over the past 12 months and with many international retailers still not able to physically attend AAFW the AFC Virtual on ORDRE program maximises the commercial opportunities for wholesale collections presented this year at AAFW”

- Simon P Lock, Founder & CEO of ORDRE


As the industry recovers from the effects of the COVID-19 pandemic, the various costs of content production, virtual showrooms, retailer engagement, social media, and training have been underwritten by the, IMG, AFC and ORDRE to ensure that designers can participate with subsidised costs.


“The AFC is proud to join forces with IMG and ORDRE to present an exciting new chapter of AFC Virtual on ORDRE. The original program was initiated to enable designers to reach buyers at a time when in-person presentations and travel were not possible. This new iteration in collaboration with AAFW is a natural progression for AFC Virtual on ORDRE. It brings together the best in both digital and showroom b2b representation to deliver an innovative omni-channel platform for Australian brands”

- Leila Naja Hibri, CEO, Australian Fashion Council


The AFC Virtual showrooms are powered by interactive digital content and included in the program is the option for designers to enrich their virtual showroom experience with ORB360° imagery. ORB360° technology has been developed by ORDRE to assist buyers in viewing every aspect and detail of a fashion garment or product online.


“IMG is committed to supporting Australian designers to achieve economic success both domestically and overseas. The Afterpay Australian Fashion Week edition of AFC Virtual on ORDRE will complement AAFW’s live events to increase trade outcomes for Australian fashion designers and reach new customers globally.”

- Natalie Xenita, Vice President-Managing Director of IMG Fashion Events and Properties, Asia Pacific



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