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Designers set to spring into sales

Designers set to spring into sales

New Zealand Fashion Week last night showed its austere side, as designers adapt shows to make the event work to their advantage.

While traditionally NZFW is a trade event – with designers presenting and selling a season ahead of what is in store – some used the spotlight to present collections that will be in stores much sooner. Yesterday, the first day of NZFW, included elements of connecting their shows to the consumer.

Ruby and its sister label, Liam, opened the first day of shows with two contrasting collections – fun and youthful at Ruby and a subdued maturity at Liam – as well as live streaming it in-store.

They also released a capsule “Fashion Week” collection in their stores. Designer Adrian Hailwood went commercial, too, debuting his collaborative footwear collection with Mi Piaci on the runway before it arrives in store tomorrow.

TV3’s live streaming of selected shows is also bringing the action to the public.

Huffer will do something similar on Friday night, closing with an exhibition and model installation of their in-store collection to mark 15 years in business and the opening of their new Takapuna boutique.

Wellington-based designers Twenty-seven Names show this morning, simultaneously releasing their collection online via campaign images and a video (read Viva today for more). Also showing today are Ingrid Starnes, Andrea Moore and Trelise Cooper.

By Zoe Walker
| Email Zoe

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