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.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.
“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 centfollowing strong demand for its Anko range and women’s and youth clothing.
“This show is for everyone,” says the chief executive of Kmart Australia, John Gualtieri. “Over 90 per cent of Australian households shop with us at Kmart, so we want everyone to feel included. We also believe that fashion is something to be enjoyed by the whole family.”Standing out among staff, wearing a check suit in the bleacher seats at the Royal Exhibition Building, is store employee Guy Cooper from Woy Woy in NSW, who paid for his own travel to Melbourne to see the show.
On the runway, the top-to-toe looks of denim, business and stretch basics look like a crisp catalogue but the only signs of creativity and flair are the children’s dinosaur jackets.