Straight From the Mouth of Suzy Menkes, a Woman After Our Own (digital) Heart

Last week Suzy Menkes was in Australia to present the Australian Fashion Laureate. And what a smash hit she was.

BOF describes her as a singular authority in a world of opinions; one of fashion’s most informed, balanced and respected voices. Menkes joined Condé Nast International in March 2014 as the International Vogue Editor, reporting and contributing to all non-US Vogue websites.

In an interview with The Sydney Morning Herald she showed that she was a woman after our own (digital) heart. She praised the Australian Fashion Chamber’s inaugural Aus Designers Abroad showroom, which took place in Paris earlier this month. And rightly so. The AFC’s initial outing was a huge success. We know because we had the pleasure of filming it all ;)

In our world we talk about technology being ‘born global’. The same applies for any fashion business born today.

The AFC’s initiative is the start of something big for Australian designers looking to expand their businesses overseas.

Suzy clearly agrees "[Aus Designers Abroad is] a great initiative that means we get to see everything under the one roof. It could be developed digitally to have all the shows staged here run behind the looks over there to let us interact with the live garments a little more."

Digital showrooms Suzy? Bingo. That’s exactly what we launched in Paris earlier this month. The AFC recognised the power of digital when they chose Flaunter to be their exclusive content partner in Paris – producing, housing and distributing the digital content for the showroom event.

How? The Flaunter platform allows brands to provide global media and retailers with free and unlimited online access to their full collections. Media view the virtual collections and can then instantly download whatever print-ready images they need for their magazines, blogs and social channels, with the click of a button. It’s seamless distribution and unlimited access – all measurable using data (and can be done on location or from a desk 15,000km away…).

We built Flaunter because we believe it’s the platform that can support the (digital) future of fashion. We’re also proud that it’s 100% Australian made. As Australian Vogue Editor-in-chief Edwina McCann has often said in the past 12 months … “the time is now for Australian Fashion”. We couldn’t agree more.


4 Tips to Create Useful and Cost-Effective Visual Content

Providing visual content to media and retailers increases your brand's exposure and allows you to control its look and feel – image is everything, and having great content is no longer just nice to have, it’s an absolute necessity.

There are lots of brands out there who understand this, but your job isn’t just to create content – it’s to create media ready, downloadable content. Useful content that will a) get you noticed and b) sell your product. Your goal is to make life easy for on-the-go stylists, editors and buyers who don’t have time to fuss around with unsuitable images. If you can do this, you'll have a huge leg up on the competition.

So, what exactly does media ready, downloadable content look like? Let’s bring in the expert, Holly Cardew, superstar CEO & Founder of Pixc. Pixc is a very cool platform whose mission is to help brands create product photos that sell. Bingo!

We've asked Holly to share her top tips for small teams, with small budgets (ummm...and who doesn't have shrinking budget these days?!).

Before you whip out your snazzy point and shoot... What should you be producing?

First, aim to provide media and retailers with your product photos in various formats. This includes your products in-context, on a white background, on a transparent background, and from multiple angles.

Providing this selection of different angles and photos allows them to pick and choose what is most appropriate for their content channels. For example, the in-context shot might be posted on Instagram and Pinterest, the product on a white background would be ideal for a magazine flat lay display, and the transparent background shot could be used as the perfect layer on a website banner. You want to make sure you're giving them anything and everything they need, without ever having to ask.

Be your own production powerhouse

Not everyone has their own studio space or the budget to have every image shot by a professional, but producing content doesn’t have to be expensive. With affordable DSLR’s and schmick mobile cameras at your fingertips, high-quality content can be created in minutes.

Here are 4 quick tips to help you easily and cost-effectively set up your own photo studio and shoot professional-looking images, without the price tag:

1. Keep it simple.  A white sheet of paper or white wall are perfect backgrounds for your shoot. Remember, you want to keep the viewer’s focus on the product, not what's behind it.

2. Go au naturel. You could buy expensive lighting and spend hours trying to get it just right or you could shoot next to a large window with lots of natural light. Natural light is always preferable to artificial, as the colours on screen will come out as close as possible to the real thing.

3. The devil's in the details. If you want customers and retailers to feel love at first sight, make it easy! Take close, crisp shots that show exactly what your product looks and feels like, in crystal clear detail. And remember – each stylist, editor, and retailer will fall in love with your product for a different reason. Shooting from all angles can make one product appeal to a diverse audience.

4. Create flay lays without the extra cost. Most media and retailers LOVE (as in kill for) access to images of products on a white background. So, when you’ve taken your in-context shots it is HIGHLY recommended that you edit them by removing the background to make your content instantly useful in multiple scenarios!

For example, when shooting with a model, ask them to stand front on to the camera with their arms out by their sides for at least one photo. When you’re editing the photos you can easily whiteout the background and hey-presto! You have a flat lay without the added cost. This process will only take a few minutes but will deliver a tonne of benefit down the road when connecting with media.


Flaunter Presents: Until Next Time Paris. Ep 5

Come with Flaunter as we take you on an exclusive behind-the-scenes journey to Paris with seven Australian designers. Hosted by the Australian Fashion Chamber to showcase emerging Australian design talent, we follow the designers as they prepare their collections to showcase at an exclusive showroom event at Paris Fashion Week. #ausdesignersabroad

Ep 5. Until next time. The designers share their final thoughts...

- bassike
- camilla and marc
- STRATEAS.CARLUCCI
- Romance Was Born
- Ginger & Smart
- Michael Lo Sordo
- Christopher Esber

Cinematography: Daniel Bolt
Music: 'Creativity Block' by LXXE

Sponsors: AMP Capital, The Woolmark Company, The Australian Government, Toni & Guy, MAC, Australian reliance & Qantas.

Event sponsors: Aesop, Mayde Tea, Maison Balzac and The Daily Edited.


Paris Dreaming...Flaunter presents: Episode 4. Meet, Greet, Sleep, Repeat.

Come with Flaunter as we take you on an exclusive behind-the-scenes journey to Paris with seven Australian designers. Hosted by the Australian Fashion Chamber to showcase emerging Australian design talent, we follow the designers as they prepare their collections to showcase at an exclusive showroom event at Paris Fashion Week. #ausdesignersabroad

Ep 4. Meet, Greet, Sleep, Repeat. Four days inside the AFC's Designers Abroad Showroom, Place des Voges, Paris.

- bassike
- camilla and marc
- STRATEAS.CARLUCCI
- Romance Was Born
- Ginger & Smart
- Michael Lo Sordo
- Christopher Esber

Cinematography: Daniel Bolt
Music: 'Quiet Achiever' by Yeo

Sponsors: AMP Capital, The Woolmark Company, The Australian Government, Toni & Guy, MAC, Australian reliance & Qantas.

Event sponsors: Aesop, Mayde Tea, Maison Balzac and The Daily Edited.


Paris dreaming... Flaunter Presents: Episode 3. Hello Paris

Come with Flaunter as we take you on an exclusive behind-the-scenes journey to Paris with seven Australian designers. Hosted by the Australian Fashion Chamber to showcase emerging Australian design talent, we follow the designers as they prepare their collections to showcase at an exclusive showroom event at Paris Fashion Week. #ausdesignersabroad

Ep 3. Hello Paris. Behind the Scenes at the Ambassador's lunch event with French industry heavyweights and key Australian fashion influencers.

- bassike
- camilla and marc
- STRATEAS.CARLUCCI
- Romance Was Born
- Ginger & Smart
- Michael Lo Sordo
- Christopher Esber

Cinematography: Daniel Bolt
Music: 'Paint It Gold' by Coda Conduct

Sponsors: AMP Capital, The Woolmark Company, The Australian Government, Toni & Guy, MAC, Australian reliance & Qantas.

Event sponsors: Aesop, Mayde Tea, Maison Balzac and The Daily Edited.


Paris dreaming... Flaunter Presents: Episode 2. Prep a Porter

Come with Flaunter as we take you on an exclusive behind-the-scenes journey to Paris with seven Australian designers. Hosted by the Australian Fashion Chamber to showcase emerging Australian design talent, we follow the designers as they prepare their collections to showcase at an exclusive showroom event at Paris Fashion Week. #ausdesignersabroad

Ep 2. Prep a Porter. We meet the magnificent seven in their showrooms, where they reveal their collection inspiration and preparation process.

- bassike
- camilla and marc
- STRATEAS.CARLUCCI
- Romance Was Born
- Ginger & Smart
- Michael Lo Sordo
- Christopher Esber

Cinematography: Daniel Bolt
Music: 'Icarus' by Yeo

Sponsors: AMP Capital, The Woolmark Company, The Australian Government, Toni & Guy, MAC, Australian reliance & Qantas.

Event sponsors: Aesop, Mayde Tea, Maison Balzac and The Daily Edited.