Chat with Camille Reed, creator of the Australian circular fashion conference.

What is the Australian Circular Fashion Conference and why is it important?

The Australian Circular Fashion Conference represents a number of integral points; it’s the first fashion conference of its type in Australia, it’s the first conference dedicated to providing business education to one particular industry and it’s the first conference to incorporate all side of the industry to work on a solution. The ACFC is an industry-only one day conference aiming to provide the Australian fashion industry with tangible and economically viable business solutions to adopt through every aspect of business practice. The focus is purely sustainability and circular practice - meaning developing closed-loop ideology from every aspect of procuring materials used for producing the basic materials needed for apparel production, including it’s manufacturing and construction process through to how it’s treated pre-consumer at a store level and equally significant how companies are approaching their post consumer product.

My first intent for creating the event was improving environmental impact from one of the world’s biggest industry’s. Several other key points popped up along the way through greater realisation of how unique the Australian market is. The Northern Hemisphere has been practicing sustainable practice for much longer, they’re home to the biggest fashion brands in the world and investing in making huge changes which will inevitably disrupt the industry like we’ve never seen before. The biggests international brands here (Uniqlo, Zara + H&M) take away over $400m per annum from our retail market. How will the local industry react when international brands are providing sustainable options in-store? Research shows Australians are ready to approach sustainable shopping habits on a more regular basis - put 2+2 together = customers will shop where they’re getting value, a story and experience. They will positively associate all this with international labels and Australian brands will either A) pivot quickly B) twiddle their thumbs and spend too much money down the track or C) miss the boat and throw their hands up in the air, and say ‘it’s all too hard’! The conference aims to give power back to our favourite brands through means of collaboration and allowing them to be the brain’s trust.

What is your role with the event and what does it mean to you personally?

The role I’ve taken onboard creating the event, has been far greater than I believe my partner or I initially expected?! Haha, how naive. I’ve stepped into an advisory role and somewhat a central hub for the like minded community in Australia. As a one-man band building this event, I’ve also built a more passionate, personal brand supporting my textile design background. I’m driven to continue asking question from our country’s biggest multinational companies about what their sustainability pillars will look like over the next 5-10 years. There are a number of other projects brewing in the background to help facilitate many of the questions that are currently being asked about textiles.

I couldn’t imagine doing anything else right now, it’s extremely exciting to look at the opportunity for growth in Australia’s fashion market, especially the prospect to become leaders in this space.

One thing I’ve not been asked yet Graham - personally the ACFC means everything to me right now. I’ve worked very hard over the past several months, put any opportunity to earn money on hold and given it my all. I’ve been subconsciously planning to help and change the retail industry for the past three and a half years. It begun when I worked at Forever New in Melbourne, before moving to Sydney. I had produced the company’s first sustainability department, loosely based on H&M’s 2014 Annual Report. It covered every possible element to internally adopt new procedures and policies for the business from grass-roots through to the CEO and board. The beauty of the PR strategy and commercial success behind the project was the associated with closed-loop and ‘for-ever-new’ producing product which could be recycled. During my time on the CSR Committee the project was looked upon favourably, however the GM’s in support left the business not long after me!

ACFC also means a great deal more to my heart and soul, since leaving Melbourne, working as a freelancer opened up my eyes to the different options you can have in life - finding my tribe has been one of the greatest outcomes to date through creating this wonderful beast. Best quote I’ve ever heard - ‘The most creative thing you can do in life, is creating life itself.’

What is the state of sustainable fashion in Australia, and is it possible to have an impact globally?

The state of sustainable fashion currently, falls into the same category as the general state of fashion in Australia. And what I mean is, the way we consume and interact with our fashion has changed immensely over the past 8-12 years. There’s a gap in the market between mid-range brands and semi-designer affordable pieces, we’ve amalgamated the mid-range and low-end/ cheap to be all the same quality. Bigger volumes and over-stock have been a huge part in the downfall of economic stability and lower sales profits. Pricing models have not been stable or reliable, as consumer’s subconscious has been trained to look for the lowest purchase price possible. We can see this marketing tactic through every fmcg sector plus service based businesses. The fashion model for the past 7 years or so has been ‘more is more’, brands have become reliant on discounting stock with promoting more frequent sales to help move styles and collections. It’s not working and the consumer market is noticing this.

Sustainability is still an emerging concept within the general textile industry. A number of small brands in Australia have been able to develop values within their business models. Sustainable and environmental practice is heavily reliant on a business's core values and pillars. They’re a non negotiable within framework and acumen of the brand identity.

There’s no doubt about a global impact following the instigation of the event, I’m speaking with the head of Australia’s biggest corporate multinationals to understand how we can offer valuable advice and services to collaborate with event and also building relationships for new initiatives with stakeholders and investors. Australian Circular Fashion will become an industry peak body organisation where we can work alongside the country’s biggest retailers, designer, managers and procurement professionals to entrust power back to the industry. 2018 will be a big year for global recognition. How we can make an impact is by doing exactly what we’re doing, having conversations, bringing up collaborative approaches, holding educational events and spreading awareness.

The conference has industry leading keynote speakers, and the day will feature expert led sessions. What is the motivation behind this format?

The most exciting aspect has been to engage with so many locally and internationally acclaimed expert’s. The quantitative value of the minds in the room on the day would far exceed $200,000 - Attendees need to appreciate who we have involved with this year’s event. I’m extremely appreciative for their support, and thankful to work with each of them on this wonderful event.

Our keynote speakers presentations will be a lot of fun we’re looking to help set the mood for excitement, innovation and inspiration by delivering short 15 minute presentations. It’s a wonderful opportunity to learn of developing ideas within Australia and to understand how third party’s can play a huge part in the conversation, while offering external solutions.

You’re 100% correct, the focus is heavily based on the discussion to come from the event’s Round Tables sessions. The Round Tables are where the magic happens and attendees should be prepped for plenty of note-taking! The motivation to invite a broad array of Experts is to reflect the facets which make up the fashion industry.

Each individual from a different background of experience, I believe, can offer true value when the focus is on collaboration and generating a think-tank for realistic change within a business. Each Expert is supremely successful in their role and has been affiliated with the fashion industry for a number of years - the common link is apparel/textile/fashion/retail/supply chain, which is what makes it so awesome to bring the community together to share their different approaches.

Plus most importantly they understand the business of fashion and how sustaining a prosperous industry requires smarter business practice to create an economically realistic future.

Where do you see the discussions and learnings from the conference impacting the Australian and International textile industries?

At this stage I’m planning to hold a closed door exclusive event with a select group of business leaders from very influential companies in retail. We have put together a survey which is to better understand some of the strategies and pain points from an economical view. These discussions will be continued as we build upon a ‘brains trust’ / ‘stewardship group’ for Australian businesses. The reason for bringing together a solid group is to include a more in-depth understanding of how keep businesses profitable over the next five years and also show the general population the importance of working hard to protect the natural resources which are planet is forecast to run out of by 2030.

I anticipate case studies will begin to happen internally for the companies attending and an extensive summary collated by the UTS BCII students. The information gathered from now and in future will offer insight from the various conversations on the day and be made fully available to all participants. 2018 will be a big year for Australian Circular Fashion as we build the country’s first industry-only body which will provide substantial, plausible measure, increase profitability and capture the untapped market share of sustainable practice.  

Admittedly every week holds a different experience and every new conversation brings to light new information about how we can grow and how I can help spread awareness for this event.

Visit the Australian Circular Fashion Conference