Ete Swimwear: the Perth fashion designer taking her bikinis to New York Fashion Week

Ete Swimwear: the Perth fashion designer taking her bikinis to New York Fashion Week
Ete Swimwear: the Perth fashion designer taking her bikinis to New York Fashion Week

YOUNG fashion designer Jess Williamson will swap sleepy Southern River for the bright lights of the Big Apple this September, when she takes her swimwear label Ete to New York Fashion Week.

The label has been selected to showcase its designs at the Mecca of fashion a mere six months after the 23-year-old launched the business from her parents’ suburban home.

Ms Williamson’s label will be part of New York Fashion Week’s ‘Fashion Palette’ showcase from September 9-11.

Already the business has a strong following on Instagram, with more than 18,000 followers.

She said it did not take long for her bikinis to catch the eye.

“I was contacted by Australian Fashion Palette scouts in Sydney, whose job it is to select the brands that represent Australia in New York,” Ms Williamson said.

“It was a huge surprise, because at that stage I had only been in business for about a week.”

Ete will be on display alongside brands like Sabo Luxe, Frankie Swimwear and Natalie Rolt.

“It’s a huge honour to be able to showcase beside these designers who are so well-known and have been in the fashion industry for quite some time already,” Ms Williamson said.

“This is also an amazing opportunity to be able to get in front of major US buyers like Saks Fifth Avenue and Bloomingdales, as well as all the international retailers that flock to Manhattan during NYFW.”

Ms Williamson planned to unveil a new range in New York, and said preparing for the event had kept her busy.

“I have been producing a whole new collection to launch at the show,” she said.

“The process of creating initial sketches and samples, to finally getting the final product takes several months.

“I have also been busy organising promotions and marketing for the time that Ete Swimwear will be in New York – not to mention continuing to run the day-to-day business in the meantime.”