Few global fashion executives have had the opportunity to play senior roles in the transition of the industry from the analogue era to the current digital age as Simon Lock.
Through the establishment of integrated digital agency Spin Communication in Sydney, Melbourne and New York, Lock created strategies that introduced many international fashion brands to the Internet and e-commerce.
Seeing an opportunity to assist in the growth and development of the fashion industry in the Asia Pacific region he founded Mercedes Benz Fashion Week Australia in 1996. The first fashion week in the southern hemisphere and the first to partner with Mercedes Benz globally. The event now owned by IMG was early to embrace fashion bloggers, to establish an online and social media presence as well as to broadcast the first live web cast of a fashion show.
Being ideally positioned to see the catalytic changes the digital revolution was having on the business of fashion Lock recognised the opportunity to establish a new online channel to assist designers promote and sell their new season’s wholesale collections to retailers global and with his Fashion Director wife Kirsten (ex Harper Bazaar) established ORDRE.com.
ORDRE is a highly curated global B2B wholesale marketplace that seasonally presents online showrooms of a growing number of the world’s leading designers to prestigious department stores, multi-label boutiques and online retailers. ORDRE incorporates innovative digital technology to showcase collections virtually allowing buyers to review collections remotely or via a showroom App and place orders when they can’t always travel to attend fashion weeks or designer showrooms.
ORDRE launched globally in 2016 and has offices in Paris, New York, London, Milan and Hong Kong. It is redefining the business of fashion in a time of shifting consumer and industry strategies.
In addition Lock has been an Executive Producer and judge of various fashion programs including the Next Top Model franchise, Project Runway and the International Woolmark Prize, a director of various international fashion weeks, is the author of In Front Row ( published by MUP ), a contributor GQ, Harper Bazaar and BoF and an in demand public speakers at digital fashion conferences including FashionTech Miami, FashionAsia Hong Kong and Viva Technology Paris.
Lock is an Australian Fashion Laureate and an inaugural member of the BoF Global.