f.rock fashion was formed in 2005 to establish a reputable fashion industry on Sydney’s northern beaches, and to raise the profile of designers and creative professionals in this area. f.rock fashion caught the imagination of the local community with its big nights of glitz, glamour and fashion statements.

f.rock fashion is the creation of local Northern        Beaches designer, Helen Sattler –and a collective of designers and creative professionals who joined forces and pooled their resources in a concentrated and concerted effort to promote their products and services. f.rock fashion started out with a handful of people, and grew to feature a total of sixteen designers and over 60 volunteers.

The inaugural f.rock fashion  parade in 2005 received rave reviews in leading national newspapers and magazines. Designers received enquiries and orders from buyers immediately after the event, giving them a foot in the door of recognized boutiques across Sydney and interstate.

In 2006 the f.rock fashion parade was even bigger, with over 1200 VIPs, guests, celebrity and media attending over 3 nights. Nine designers launched their labels featuring street wear, evening wear, ball gown inspired creations, and oriental-inspired beauty with the generous help of over 80 volunteers

The f.rock fashion parade was such a dynamic, successful event that generated great interest, as demonstrated by the media coverage on Mornings with Kerri-Ann, Channel Seven News, Sunrise, Sunday Telegraph, Sydney Weekly, Northern Beaches Weekender, Mosman Daily, The Manly Daily, CAT Magazine, Rag Trader, 3D World, MX Sydney, Fbi Radio 94.5FM, Radio Northern Beaches,www.girl.com.au.

f.rock fashion recognised that the fashion industry in Australia has a large fashion conscious population, as well as a prominent pool of talented designers, yet lacked a fundamental forum where these two parties can connect face to face and participate in the fashion industry.

f.rock fashion, the first of its kind in Australia, clearly satisfied a number of market needs. f.rock fashion provides a sophisticated and fresh promotional platform for the burgeoning talent in Australia, together with unique networking opportunities for designers, industry professionals and retailers, and just as importantly, a fun and exciting event for the community as a whole.

f.rock fashion has successfully launched the careers of our two previous winners Nik Philpott of Artsu (2005) and Abigail Moir of Miss Abigail (2006).

The label Artsu over the past two years has developed from a small T-shirt label consigning stock to 5 Sydney stores to stocking 22 retailers in Sydney, New South Wales, Melbourne, Queensland from Brisbane to Cairns and New Zealand.

Our recent winner Abigail Moir has recently opened her own studio / boutique in Brookvale and has her range stocked in various outlets across Sydney.

Marcus Kersch of the label Kornerd independently launched his label at the 2007 Sydney Fashion Week along with the label Artsu. Rebecca Ribbons recently opened her own boutique in Sydney’s fashion district Surry Hills and another success story since the launch of f.rock fashion is from the brand label My-Ti which produce a simple yet stylish accessory to the stars like Kylie Minogue.

Now in 2008 f.rock fashion is further expanding its network as Australia’s ultimate online designer network portal for fresh and new designers.

From the start to the finish f.rock fashion has all the elements of success!