Hailwood's Euro pass to the top shops

Adrian Hailwood was chosen by Karen Walker to accompany her to London Fashion Week.

Four years ago Adrian Hailwood fell into the world of fashion design "by mistake".

Now the 32-year-old former illustrator is New Zealand's new rising star. Hailwood has just attended his first London Fashion Week, working behind the scenes at fellow Kiwi designer Karen Walker's show, and securing export orders with three European outlets for his own label.

Walker invited Auckland-based Hailwood to be part of the event after winning the $30,000 Fashion Week Export Growth Award in October. She vowed to share the prize with an up-and-coming designer and chose Hailwood because "his latest collection is thoughtful and has a fresh look which is important in terms of potential export success", she told the Herald.

Hailwood says the main purpose of his trip was research - "to learn and see how [the industry] works rather than see other shows".

Hailwood hopes to soon produce his own fabric and says Walker has passed on her overseas contacts. He also made valuable contacts in London - from influential journalists to Walker's British team and a well-connected network of New Zealanders on the international fashion stage.

They included stylist Heathermary Jackson (who styled Walker's London Fashion Week show), rising jewellery designer Fiona Knapp, In Style editor Louise Chunn and model Angela Dunn.

Dunn introduced Hailwood to some of West London's by-appointment-only clothing collectors who source vintage garments for designers such as Alexander McQueen and sell to celebrities such as Sienna Miller.

"Normally you would be out trawling through Portobello Market but, with Angela as a contact, we went to the best people," says Hailwood.

The conveyer-belt nature of the Fashion Week shows surprised the young designer.

"You're in and out, it's very fast, there's no fuss. In New Zealand, it's a big event for the country but at London Fashion Week, it's been going on for so long it's just like an everyday occurrence. It's a drop in the pan really."

It was inspiring, he says, to see Walker at work in the midst of this.

"Karen has got to where she is because she's so insightful - she's aware of everything going on at once, without showing any stress and having the right people around her. I felt like I was part of that, which was great."

The former illustrator says his unexpected entry into fashion came after producing a range of T-shirts featuring his artwork. They were a surprise hit and, encouraged by the success, Hailwood branched out. He now makes clothes for women, men and makes a footwear range.

His career skyrocketed last year when he was chosen as one of nine international designers to go to Stockholm to design for Absolut Vodka, as well as being mentored by Walker. His collection at New Zealand Fashion Week, "Attack of the Dolls", was a standout.

Following his London trip, Hailwood's label will be stocked in two London boutiques and one in Berlin. He's now looking to enter the Australian market and continues to target Japan.

Despite the sights of Europe, Hailwood's head office remains in Auckland for the meantime.

"I'm glad that I stayed there to start my career. I wouldn't have had that same opportunity over here [the UK]."

Meanwhile, four New Zealand fashion labels will be showcased at a trade show at Paris Fashion Week from Monday.

New Zealand Trade and Enterprise creative industries sector director Dame Cheryll Sotheran says Paris is the last stop on the international fashion circuit each year after New York, London and Milan.

Labels World, Sabatini, Nom*D, and Sharon Ng will have collections at the Tranoi Trade Show.