AFF X The New Guard Concept Store

the new guard

During what we’ve dubbed as Adelaide’s ‘Fashion Month’ in October, The Adelaide Fashion Festival (which kicks off in one week!) and The New Guard have partnered with Renew Adelaide to open the Festival’s first ever designer concept store, AFF X TNG.

The New Guard that stocks high end international labels such as Dries Van Noten, Vetements, Stella McCartney and Frame Denim will be operating the Rundle Street concept store and will be introducing new labels to coincide with the Adelaide Fashion Festival.

Adelaide labels Acler, SIG The Label, Stone Label and Sylvy Earl will be alongside three of the designers featuring at this year’s A Night Of Fashion At The Art Gallery Dion Lee, Strateas Carlucci and Georgia Alice.

Creative director of Adelaide Fashion Festival, Chris Kontos, says this collaboration is a “real coup” for the local fashion industry.

“The New Guard is one of Australia’s most iconic style influencers, through both the online store and the media presence of Adelaide-born founder Anna Sergiou,” says Chris. “Her commitment to quality and setting fashion trends is unrivalled, and a real asset to the city.”

“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.”

The pop up store at 197 Rundle Street, Adelaide will be open Mon–Thur & Saturday 10am–5pm, Fri 10am–9pm and Sun 11am–4pm.

Sylvy Earl




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