AEDA launches 'The Loft' as part of ADL Fashion Week (AFW)

Iconic local, national and international designers will come together at ADL Fashion Week (AFW)’s vibrant central hub—The Loft at Hotel Richmond— to offer one-of-a-kind fashion experiences from 11 – 13 October 2024.

Melbourne-based designers Effie Kats and Lana Wilkinson will visit Adelaide for the first time to unveil Australian-made, ready-to-wear collections and five new shoes respectively.

World-renowned designer and local brand Paolo Sebastian will offer a rare chance to purchase archival couture pieces, alongside upcoming luxury sustainable brand Yaneth.

Adelaide Economic Development Agency (AEDA) marketing and tourism executive manager Michael Rossi says The Loft will offer designer appearances, as well as ticketed consumer and industry events to elevate the AFW experience.

“The Loft is a curated inspirational space that visitors can experience throughout the festival, not only to showcase local talent such as Paolo Sebastian and Yaneth, but to introduce new brands not widely seen in South Australia through designers Effie Kats and Lana Wilkinson,” Mr Rossi says.

“Introducing these brands to the Adelaide market and showing them here creates a strong demand for their products and helps us to build a case for them to consider our city for expansion of their retail presence.

“The Loft will be a hub of creativity, fashion, and networking, making it one of the most anticipated features of ADL Fashion Week, enriching our cultural offering while driving our retail attraction priority."

The Loft will be the exclusive Paolo Sebastian couture sale where around 30 pieces never available outside of the atelier will be available to purchase, by appointment only. Exclusive accessories like Swan Lake ballet pumps and silk scarves will be available throughout the duration of the festival.

Those interested in a couture appointment are encouraged to register their interest with Paolo Sebastian, where they will receive the detailed catalogue.

The appointments will be arranged to allow shoppers to try on pieces before buying. Further details will be revealed closer to AFW.

Paolo Sebastian founder and head designer Paul Vasileff looks forward to the archival pieces going to new, loving homes.

“Couture is an art, and through this event, we celebrate our archival pieces by giving them a new chapter," Mr Vasileff says.

"Each gown, whether for a mother of the bride or a school formal, embodies the essence of Paolo Sebastian, allowing these designs to shine once more. 

"Circular fashion is not just about sustainability; it's about preserving the artistry woven into each piece."

Paolo Sebastian has partnered with Canteen Australia in support of Bandana Day, with 10 per cent of all silk scarf sales donated to the charity.

These pop-ups join a strong AFW 2024 theme of sustainability, celebrating circular fashion by giving timeless designs a new life.

Effie Kats’ collection, unavailable in Adelaide until now, debuts on Friday, 11 October.

Kats, a third-generation Greek woman from a Sartorialist family, intertwines tradition with innovation, creating pieces that resonate with the essence of contemporary modern women.

“I am so excited to bring my collection to Adelaide,” Ms Kats says.

“ADL Fashion Week provides a fantastic platform to connect with new audiences and celebrate the art of tailored fashion.”

Stylist to the stars Lana Wilkinson will launch five new styles as part of her collection from Friday 11 to Saturday 12 October.

In 2019, she launched her own footwear brand, aiming to create stylish and contemporary shoes that resonate with women globally, embodying both elegance and practicality.

“It's an incredible opportunity to make my debut at ADL Fashion Week. Adelaide has such a vibrant fashion scene, and I can't wait to share these new designs with everyone,” Ms Wilkinson says.

The retail pop-ups will only be available to peruse during specified hours, however, The Loft will continue to host AFW shoppers and the public well into the night with a special AFW menu on offer.

Hotel Richmond Functions Manager Liz Davies expects The Loft to attract fashion enthusiasts, industry insiders and shoppers, all converging in the heart of the Rundle Mall Precinct.

“We’re thrilled to transform Hotel Richmond into the central hub for ADL Fashion Week,” Ms Davies says.

“This event will bring a new and vibrant audience to our venue, offering us a fantastic opportunity to showcase what we can deliver in terms of unique event spaces, exceptional service, and our potential for hosting unforgettable experiences.”

Industry events at The Loft include the SA Fashion Industry Association Breakfast and the FASHion.reBORN – Towards Circularity Forum on Friday, 11 October.

On Sunday, 13 October, the SA Style Wrap Party at The Loft will close the festival program from 5:00pm to 7:00pm, with guests invited to continue the festivities until the venues close at 11:00pm.

For more information on The Loft at Hotel Richmond and the program of ticketed events and walk-in experiences, visit ADLFASHIONWEEK.COM/THELOFT.