Fashion Week is a fine moment to make an entrance. This is the case whether you’re an up and coming label or a more established brand which has never staged a full-on runway show. Emotive and impactful, a fashion show (all six to eight minutes of it) can be a powerful way to distil the essence of your brand. Or to put it another way, show off a little. US fashion designer Jonathan Simkhai is making his Australian Fashion week debut. What’s more, thanks to social media, images and footage snapped from the front row can instantly go viral, putting your brand on a global stage no matter which (of the many) fashion weeks around the world you show at. This is, in part, why LA-based (via New York City) fashion designer Jonathan Simkhai is choosing to make his Mercedes-Benz Fashion Week Australia debut during this year’s event. Simkhai usually shows at New York Fashion Week.<doc-sep>Married at First Sight stars are reportedly among those who have had their attendance at Sydney Fashion week restricted. Photo: Channel Nine Australia’s seemingly endless stream of reality television stars have reportedly been axed from one of the mainstays in their social diaries - Sydney Fashion Week. Although the extent of the apparent ‘ban’ remains unclear, it is said to represent a shift towards prioritising those who have a stake in facilitating a brand’s success. “If you haven’t supported the brand or the PR all year and think you are getting onto the front row- think again,” a fashion publicist told the Sydney Morning Herald. “We prioritise seating in terms of return on investment for the designer or brand and of course industry hierarchy. Editors, buyers, digital influencers and content creators are in and C-list reality wannabe social climber nobodies are out.” And while the insider failed to pinpoint who exactly is ‘out’ of this year’s festivities, Married at First Sight stars and The Bachelor hopefuls are rumoured to be among those affected. The change is said to centre largely on the coveted front row - or FROW - spots, which are purposely positioned in view of the fashion, and the photographers. It remains unclear which, if any, MAFS stars will still attempt to nab a prime position at Sydney Fashion Week. Photo: Channel Nine For those looking to ignore the carefully-planned seating arrangements, management are already prepared to flex the full force of their organisational control, with the insider saying they’ll be moved to their designated seats. In years gone, the Mercedes-Benz-sponsored event was a favourite for Sydney personalities who first found fame through their quest for love. Kyle Sandilands’ partner Imogen Anthony caused a scene in 2017 when she stormed out and shouted “f**k this” after being told to switch seats. The model, who bravely opened up about her battle with depression last week, was reportedly sitting in fashion week co-founder Lorraine Lock’s front row spot and was requested to switch to her assigned place. But despite the warning, several ex-reality stars still turned out to celebrate the event’s opening on Sunday night. Story continues Megan Marx and Elora Murger, who both appeared on The Bachelor franchise, attended the Aje show, as did Love Island star Tayla Damir. Meanwhile 2018 MAFS star Nasser Sultan was there on behalf of Network 10. Got a story tip? Send it to lifestyle.tips@verizonmedia.com Want more lifestyle and celebrity news? Follow Yahoo Lifestyle onFacebook, Twitterand Instagram. Or sign up to our daily newsletter here.<doc-sep>
Camera Icon A model walks the runway during the P.E Nation show at Mercedes-Benz Fashion Week Resort 20 Collections at Carriageworks on May 13, 2019 in Sydney. Credit: Getty Images Swimwear is finally returning to the front line of Sydney’s Fashion Week thanks to a partnership between the iconic brand Speedo and darling upstart P.E Nation. At a high-energy runway show complete with Olivia Newton-John’s hot Physical blaring on speakers, neon bike pants and showers, designers Pip Edwards and Claire Tregoning revealed their logo-strewn one-pieces and bikinis for the swimwear giant. Camera Icon Exercise gear hits the Sydney Fashion Week runway. Credit: Getty Images “For us it’s about coming full circle,” Edwards said. “This is the final piece of the athleisure puzzle.” The one-off collaboration could become an ongoing collection, depending on the response from the many international buyers attending Fashion Week. “We haven’t talked about what’s ahead,” Edwards said. “We were just worried about getting the samples in time for the show. Thank god they turned up.” While Speedo found fame on the beaches of Australia in 1914, it is now owned by a British-based company, but Edwards is confident enough to claim it as ours. “Either way, it’s Australian now,” she said. With 250 stockists internationally P.E Nation is one of the few success stories in Australian fashion at the moment willing to showcase swimwear. Tigerlily abandoned their swim heritage on the runway for a lengthy show focussed on breezy dresses in relatively pleasing prints. It’s a similar approach taken by Australian label Zimmermann on the runways of New York, where their top-selling bikinis take a backseat to four figure ruffled dresses.