Melbourne-based label Discount Universe unveiled its new line at Mercedes-Benz Fashion Week, with the models taking to the runway in the brand’s now iconic sequinned designs, and their mouths dripping with fake blood. The attention, however was drawn to the eccentric, die-hard, Discount Universe fans.
The celebrity following has boosted the brands’ popularity and the designers are far from ungrateful, but say their customers have always come first. Designers Nadia Napreychikov and Cami James explain that the fans are the number one priority when debuting their new collection.
The designers aimed to make their clothes immediately available, following their appearance on the runway, a trending movement throughout the fashion industry. “Our brand is first and foremost about community and grassroots,” Napreychikov said, which was evident in the huge turnout of excited fans, donning their favourite Discount Universe apparel. The fashion show saw men and woman in signature prints, studded leather jackets and a kaleidoscope of shapes and colours.
The main objective of Wednesday’s show was to make their followers and fans “happy”, explains Napreychikov, “Unlike traditional labels, we don’t rely on impressing buyers in order to make sales. There is too much commerce in fashion at the moment and too little love and art.”
The fans showed their love and support of the alternative culture label through their quirky and bizarre outfits, being the envy of all other fashion week goers.
