The Adelaide Fashion Festival and The New Guard have worked in collaboration with Renew Adelaide to introduce the festival’s first designer concept store, AFF X TNG.
The New Guard, founded by Adelaide native Anna Sergiou has taken up residence on Rundle Street facilitated by the Renew Adelaide program. The partnership is providing opportunities for local entrepreneurs and fashion forerunners such as The New Guard to leverage their business in prominent Adelaide properties.
The vacant space has temporarily been transformed into a haven for lovers of the edgy and avant-garde. The minimalistic space is adorned by the botanical creations of plant stylist Emma Sadie Thomson, and boasts an impressive collective of international labels. Dries Van Noten, Stella McCartney, P.E Nation, Acne Studios and Vetements as well as local Adelaide labels Acler, Sig the Label, Stone Label and Sylvy Earl.
Creative director of Adelaide Fashion Festival presented by Mercedes-Benz Adelaide, Chris Kontos says it’s a “real coup” for the local fashion industry.
“It’s fantastic to see Adelaide Fashion Festival, Renew Adelaide and The New Guard collaborate on this exciting concept store, and demonstrates the relevance of Adelaide in the national fashion scene.”
Visit the store at 197 Rundle Street, Adelaide. Open Mon–Thur & Saturday 10am–5pm, Fri 10am–9pm and Sun 11am–4pm.