Local Adelaide label House of Campbell took Melbourne Fashion Festival crowds by storm last month, with the brand’s Creative Director crediting the Adelaide Economic Development Agency (AEDA)’s ADL Fashion Week (AFW) event for making her dreams a reality.
Abby Potter was the only South Australian designer to present her collection, L’après, at the Block Party Runway x Melbourne Every Bit Different event, receiving widespread acclaim for her innovative designs and creative direction.
House of Campbell has been a part of AFW since its inception in 2022, featuring in events like AFW AT KING'S LANE, as well as debuting its Spring/Summer '23 collection at the festival.
Ms Potter says AFW has helped shape her brand and offered a supportive environment to develop her vision and craft.
“AFW creates a unique space where you can push boundaries and take risks with your brand,” Ms Potter says.
“It reaffirmed the importance of building a distinct world for our customers, one that’s not only about the product but the entire experience.
“It also plays a big role in inspiring others to pursue fashion as a career, showing them that with the right support and platform, Adelaide can be a hub for creative talent and innovation in fashion.
“The local (fashion) community has been incredibly encouraging, allowing me to refine my designs and gain confidence."
House of Campbell was launched in 2019 as a dedication to Ms Potter’s grandmother, Annie Campbell, as well as an ode to craftsmanship and connection.
The brand celebrates modern femininity and creates an impactful fashion statement through well-crafted investment pieces.
She has presented at New York Fashion Week, Australian Fashion Week and a trade show as part of Paris Fashion Week. Her garments are available in Adelaide, France, South Korea and the United States of America.
Her designs are known for their playful, feminine design, with L’après about finding beauty in unpolished moments.
Ms Potter says AFW has been an important part of her journey and encourages other designers to immerse themselves in the city’s fashion industry.
“AFW is a powerful platform for emerging brands,” Ms Potter says.
“It gives you the opportunity to collaborate and create engaging concepts and experiences that truly reflect your brand.
“For us, it was a chance to test our product and see how it resonates with a broader audience.
“I’d advise brands to use this platform not only as a launchpad for visibility but also to get creative and connect with a community that shares your vision.
“It's a fantastic way to build momentum and gather valuable feedback that will help refine your offerings for a larger market.”
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