Pip Edwards’ P.E Nation to launch ‘next phase’ of brand with major show

Ahead of Wednesday’s full 2024 festival program announcement, chief executive Caroline Ralphsmith says the gear-shift from last year’s Paolo Sebastian showcase of dreamy gowns to P.E Nation was a calculated risk. “If we just did big gowns all the time we risk not stepping into the zeitgeist and not reflecting what’s happening in fashion,” she says.

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Ralphsmith, who took the festival reins in 2022, says the event has the potential to make a positive impact on sales of Australian fashion during the cost-of-living crisis. “Christmas will come and go and [autumn is] a really important time to make sure fashion is top of mind [with consumers],” she says, promising an accessible range of price points on the runway “so there is something for everybody”.

Edwards agrees that while the retail climate is challenging, the brands that will prosper are those, including P.E, that can “streamline processes, analyse [data], do what you do well – and hold on”. She says the company has plans to add to its retail footprint, which currently comprises one flagship store on Sydney’s George Street.

She also sought to quell longstanding rumours of a rift between her and Tregoning, who is on leave and was unavailable for comment. “We’re all good. Claire is so excited for our brand to be featured [at MFF] … She’s pulling back from public commitments, but she’s very much working behind the scenes.”

At Wednesday’s launch at Carlton’s Royal Exhibition Buildings, where the festival will be based until at least 2026 following the recent signing of a fresh deal, Ralphsmith was also expected to announce a focus on advanced style with the cheekily titled “F— the invisible” runway, as well as a spotlight on First Nations’ designers.

P.E Nation will present the grand showcase at the Melbourne Fashion Festival on March 9. mff.com.au.

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