They say that you should face your fears head on. That’s why I am front row at Kmart’s runway show as part of the Melbourne Fashion Festival, bracing myself for an onslaught of stretch nylon dresses, untucked men’s cotton shirts and dinosaur-themed children’s clothing.

Last year I wrote an article questioning the presence of a low-cost brand selling wardrobe basics alongside the considered creative output of designers such as Jordan Gogos, Gail Sorronda and Lesleigh Jermanus of Alemais. To escape accusations of snobbery I’ve returned to test my appreciation of $2.50 T-shirts.

The Kmart runway show as part of the Melbourne Fashion Festival.Credit: Luis Enrique Ascui

Talking to guests attending the free show held on Saturday, it’s clear that I’m not the only one facing the stigma of snobbery.

“We sometimes call it ‘Ahnkoo’,” says Tanya Romano, adding a mysterious European inflection to Kmart’s home brand Anko. The pronunciation is reminiscent of Tar-jay, for Target.

“At least the prices of the clothes on the runway here will be within reach,” says Romano, who is sporting a designer Fendi handbag. “I buy a little bit of everything from Kmart. It’s great value.”

Those purchases add up. Kmart’s earnings for the first half of the financial year jumped 26.5 per cent to a record high of $601 million following strong demand for its Anko range and women’s and youth clothing.

“I just want to see if there were any new looks coming through and different ways to style them,” says Anita Aguado, wearing a multi-colour fitted Kmart dress with a Louis Vuitton handbag.

Aguado is supporting her sister-in-law who works on the Kmart design team.

QOSHE - Is Kmart fashion? This front row doesn’t care - Damien Woolnough
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Is Kmart fashion? This front row doesn’t care

12 1
10.03.2024

They say that you should face your fears head on. That’s why I am front row at Kmart’s runway show as part of the Melbourne Fashion Festival, bracing myself for an onslaught of stretch nylon dresses, untucked men’s cotton shirts and dinosaur-themed children’s clothing.

Last year I wrote an article questioning the presence of a low-cost brand selling wardrobe basics alongside the considered creative output of........

© The Sydney Morning Herald


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