STYLE COUNSEL

23-10-2006

Birmingham Style, launched this weekend, is the city's latest attempt at re-invention. The Stirrer had a ringside seat at a fashion show, quaffed loads of free champagne, and ponders what we really need to turn this region into the new Milan.

Ok, so we all know that Brum is more than just a depressed post-industrial wasteland, but the message has been astonishingly slow to percolate into the national consciousness.

Manchester's attempts to cast off its old reputation for rain-lashed dreariness have been rather more successful thanefforts to dump our image as home to a million brain-dead metal bashers - but then they have been helped by half a dozen iconic bands and a football team capable of beating the best in Europe.

Still, we can't be faulted for effort and Birmingham Style - backed by city centre traders, the local marketing agency, and Advantage West Midlands among others - aims to build on our growing reputation as a shopping destination. Not every towncan boast a Harvey Nicks, aSelfridges, or a Bullring so why shouldn't we shout about it?

Thus it was on Friday, that Birmingham had it's first serious catwalk caper; a champagne reception sponsored by Moet and Channdon for the city's great and good in the splendid Round Room at the Art Gallery followed by a cavalcade of human mannequins showing off the smartest gear around, and then a raucous after-show at the Radisson Hotel.

As a statement of intent it was a terrific event. Everyone who went will, I'm sure, become a missionary for the incredibly diverse range of clothing around, and it was nice to see space for young local fashion designers as well as prominence given todesigns from the Jewellery Quarter.

The question is though - could anotherBritishconurbation of a similarsize have done the same thing? And the answer, I'm afraid, is in the affirmative.

Sowhile it's all very wellbeing a big city with some great high-end shopping, here's the challenge - canwe become a real centre for fashion innovation, and aplace where boutique retailers can prosper alongside the big chains?

It may not be as difficult as it sounds. With the Jewellery Quarter based here, we already have a head start. This is a unique home to a precious creative industry. Thecouncil simplyhas tostand up to bullying from greedy developers who want to turn everyworkshop and factory into an apartment block.

Next up, we have to tap into the aspirations of fashion students at UCE which is reputed to haveone of the best departments of its kind in the country. The graduates who emerge need low-rent office space, subsidised if necessary, to persuade them to stay around the West Midlands and set up their own enterprises here instead of heading to London.

And we need to persuade city centre landlords to offer short-term lets, maybe just for 6 months, instead ofthe standardten-year leases that are off-putting to new entrepreneurs. With the Bullring sucking life out of Corporation Street and even parts of New Street, there's a currently a decay in the heart of the city. But that problem could be an opportunity - the chance to create a proper boutique culture in Brum.

That will only happenif independent traders think they've got a chance of survival alongside the ever-present chain stores, and that means cheaper rents on shorter leases. It may also need determined leadership from those who run our city - they have a crucial role in setting the planning agenda, but are seemingly happy at the momentto allow market forces to run rampant.

Now Idon't under-estimate the difficulty of achieving this vision ofBirmingham as aflourishing city of fashion design and retail.It would be a tough, long-term process. But not impossible, though, not by any means. And this wayBirmingham could become not just a city of style, but one of substance too.

Does Birmingham satisfy your fashion needs? What more could and should be done to help combat the dominance of the big stores? Leave comment on our messageboard.