Focus on menswear at fashion awards
Australia's best new fashion designer is set to be crowned and they'll more than likely be a menswear designer.
Five of the six finalists for the National Designer Award design menswear, a category which has entered the spotlight this season.
Finalist Christian Kimber, the Melbourne designer behind the eponymous label, credits the growing online men's fashion community for a shift in Australian men's approach to fashion.
"Men's fashion is not just in the pages of a GQ magazine they'll never read. There's street style, blogs, even sportspeople sharing their style online," he told AAP.
"Just look at NBA players for example - people like Lebron James - fashion is a massive part of their persona."
"It's made it more socially acceptable for men to dress up and have fun with their fashion."
Functionality is a focus for Kimber, who likes his clothes to be "not too formal, not too casual," as well as comfortable and timeless.
"Men are not like women, they don't wear bold, fashion-forward pieces that often," he said.
Another nominated label, Sydney-based Double Rainbouu, started as a unisex brand with a bold, new take on the Hawaiian shirt.
"Menswear is super important to our business ... in the beginning, it was predominantly a men's brand," designer Mikey Nolan told AAP.
"The women's side of things has grown as our offering has evolved and accounts for half of our business now, but men will always be a strong point and a focus."
The other finalists for the award are women's brand Arnsdorf and menswear designers BLAIRARCHIBALD, Chris Ran Lin and MNDATORY.
David Jones head of menswear Chris Wilson said the competition was a great way to discover the next generation of designers.
"Men are becoming more fashion conscious and experimenting with expressing their personal style so there is a demand for new and unique brands," he said.
*The National Designer Award kicks off the Melbourne Fashion Festival, which runs until March 10.
Australian Associated Press