2004 "Victoriana" collection was the first ever all men's individual runway show in the history of Australian Fashion Week. The show exhibited the boldest work to date from the duo. In a 2010 interview with Oyster, Sydney’s Powerhouse Museum's Curator of Fashion, Glynis Jones listed ericaamerica's Victoriana parade as one of her ten favorite Australian Fashion Week shows of the last 15 years. Later that year the label created another Australian Fashion Week first when they released their "Viva Le Incroyables" collection, not on the runway, but in the form of a short film screened at the cinema of The Australian Centre for the Moving Image. The movie was also distributed as a limited edition DVD. This began a growing practice by ericaamerica to explore new ways to present fashion based work. In 2005, after debuting it at the Spring/Summer Australian Fashion Week shows ericaamerica took their "Wanted" collection to New York Fashion Week for their inaugural showing in the United States. In the same year the label launched its first range of clothing for women: "Dressage by ericaamerica". An instant hit both in Australia and overseas the line was a featured show on the UK Vogue website and is now stocked in stores around the world. Since 2006, when the label last showed at the L'Oreal Melbourne Fashion Festival, the pair have focused almost entirely on alternative methods of presentation, for their collections. "We decided we wanted to start showing our world in a more arts based way. The traditional catwalk just seemed so limiting". Artwork "Recognised internationally as a cult fashion label, ericaamerica has also been garnering attention in the art world." By turning their attentions to installation based artwork and other forms of expression not traditional to fashion ericaamerica "have bridged the divide between art and fashion. Their exhibitions of new designs, which they show on both in art galleries and catwalks around the world, present a whole art experience". The label has featured in numerous group and solo exhibitions including: Fashion Moments, Art Moments Gallery, Bondi (2006) Viva Le Incroyables, Australian Centre for the Moving Image, Melbourne (2004) Mine Own Executioner, Mundaring Arts Centre (2003) Graphicalogistics, Touring nationally, (2001) Art in Bloom, Art Gallery of Western Australia (2002) Looking Out, John Curtin Gallery, Western Australia (2008) and Innovators 4: Linden 1968, Linden Centre for Contemporary Arts, St Kilda Victoria (2008). Ericaamerica's gallery oriented work has seen