Lorraine Lock is one of Australia’s most innovative and influential Fashion and Public Relations icons working today. As a co-founder of Australia Fashion Week and The Design Residency, Lorraine talks about what it takes to be in public relations, how to recognize a Fashion Editor, supporting young designers and innovation in presenting designer collections to an eager audience.
cut-off jeans, sky high heels and a statement handbag don’t say fashion Editor to me. Lorraine Lock
I interviewed Lorraine Lock in the lead up to Mercedes Benz Australia Fashion Week 2016, which was launched on May 15th. We discussed social media, why bloggers aren’t necessarily equipped to write about fashion, the development of Australia Fashion Week (yes, people did laugh at the thought that Australia could be included in the international Fashion Week calendar), how The Design Residency is supporting young designers, and not juts in fashion, and we talked about skiing.
Fashion Weeks are like a train coming through, says Lorraine Lock, and young designers need to realise that the end of Fashion Week is only the START of the hard work. However, Lorraine is also working with young designers to showcase their designs for sale during Fashion Week not six months AFTER Fashion Week which is the usual timeframe for orders from collections.
The Design Residency supports different designers – fashion, textiles, jewellery, even makeup. Lorraine Lock is a powerhouse of ideas and innovation in the design sphere. She negotiated with the City of Sydney to utilize vacant buildings for a pop-up shop for new designers. Even during Mercedes Benz Australia Fashion Week, the general public can look through the window of The Design Residency pop-shop in Oxford Street and see the designers working, styling models and preparing for their runway show, After Fashion Week, the pop-up shop will be open for sales, direct from the designer from the runway. Very innovative.
Lorraine Lock also discusses her relationship with Raffles Design and Commerce College in Parramatta; an amazing operation with Dreamworks and collaborations with top designers and brands for young designers.
Have a listen. You’ll love Lorraine’s energy, observations, advice and vision.
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