Cotton On 2010 Opening Collection Party

By Amber Renae on Jan 17, 2010. 

Being a seasoned fashion parade attendee, I have two strict rules to live by when putting on a show: it must be either inspiring or entertaining. Let's face it we see very few inspiring designers here in Australia, one that immediately springs to mind is Dion Lee, think SS/09; which leaves the majority of designers to strive to be entertaining. One brand who grabbed the entertaining reins and ran like a horse out of the gates was Cotton On at the unveiling of their A/W 2010 collections.

For those of you unaware the Cotton On Group is actually a stable of lifestyle brands including Cotton On: men's and women's casual clothing, Body: girly lingerie, Rubi: funky shoes and accessories and Kids: casual childrenswear. All of which were styled perfectly to show the best of each brand in what was a fast-paced, high energy way to showcase what is essentially a basics collection.

The entire show was performed by professional dancers who breaked, popped and locked down the runway to a pumping soundtrack courtesy of the on-stage DJ. The choreography was fresh, fun and funky and the styling captured the feel of the show perfectly.

There were more twists and tricks than a pretzel shop including children moonwalking to Michael Jackson, a live drumkit and Harley motorbike and startling visual effects. All in all the show had a distinct ‘party' vibe...think a poor man's Victoria's Secret parade, and you'd be close.

So was it inspiring...well it was VERY entertaining, and in my opinion captured their market perfectly. Being a sucker for a sequin and a French accent I actually found myself coveting some of the sparkly Paris inspired pieces...and in my opinion it's testament to a true stylista who can blend high-street fashion with high-end pieces into one super hot and sexy look. So go forth stylistas and work those Cotton On threads.