Wellington-based fashion designer Alexandra Owen has created a fresh new silhouette for winter 2012 - and a renovation of her store shows it off in style.
Owen's shift in design direction, which challenges traditional notions of the female silhouette, was inspired by her visits to New York last year.
"It has been a big shift this season. In New York I was seeing the street culture, looking at the way women wear clothing, looking at how it ties into their lifestyle, and most importantly - being a customer again for the first time in ages" she said.
"As a collection I wanted it more pared back, less pretentious, with a woman's lifestyle in mind".
Mid-century couture shapes were a starting point for the new season's look, with 'S' curved backs, accentuated necklines and an unusual dropped sleeve. While the shoulders and neckline are seemingly the focus point of most of the garments, they draw the eye in to focus on a defined waist, giving off a somewhat equestrian and regal silhouette.
"I'd wanted to achieve a beautiful 'S' curve throughout the back of my jackets for a while. I wanted to get that interesting shoulder silhouette without doing a leg of mutton sleeve or anything that felt dated. I ended up taking a 1950's inserted sleeve and making it a bit more modern, a bit more severe than the original vintage shape" she said.
Owen's passion for her craft and endless pursuit of perfection lends the brand airs of a couture design house and her new store feels like a gallery of carefully curated garments.
"While the old store was charming and intimate, this season's collection was bigger,canada goose jackets and I wanted the garments to be enjoyed without it feeling cluttered. I like the clothes to have room to breathe, and I try to lay it out so you can look at a piece and see how it works into outfits on the rack."
Owen's shift in design direction, which challenges traditional notions of the female silhouette, was inspired by her visits to New York last year.
"It has been a big shift this season. In New York I was seeing the street culture, looking at the way women wear clothing, looking at how it ties into their lifestyle, and most importantly - being a customer again for the first time in ages" she said.
"As a collection I wanted it more pared back, less pretentious, with a woman's lifestyle in mind".
Mid-century couture shapes were a starting point for the new season's look, with 'S' curved backs, accentuated necklines and an unusual dropped sleeve. While the shoulders and neckline are seemingly the focus point of most of the garments, they draw the eye in to focus on a defined waist, giving off a somewhat equestrian and regal silhouette.
"I'd wanted to achieve a beautiful 'S' curve throughout the back of my jackets for a while. I wanted to get that interesting shoulder silhouette without doing a leg of mutton sleeve or anything that felt dated. I ended up taking a 1950's inserted sleeve and making it a bit more modern, a bit more severe than the original vintage shape" she said.
Owen's passion for her craft and endless pursuit of perfection lends the brand airs of a couture design house and her new store feels like a gallery of carefully curated garments.
"While the old store was charming and intimate, this season's collection was bigger,canada goose jackets and I wanted the garments to be enjoyed without it feeling cluttered. I like the clothes to have room to breathe, and I try to lay it out so you can look at a piece and see how it works into outfits on the rack."
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