Small is good

By Zoe Walker

Georgia Alice winter 2014. Photos / Sam Lee
Georgia Alice winter 2014. Photos / Sam Lee

Last week Oscar de la Renta expressed his frustration at fashion's current predilection for megashows - frenzied fashion week presentations with endless guest lists and people trying to take pictures of all those people. Instead, the designer is interested in a targeted audience.

"Why have 20 million people with zero connection to the clothes?" he asked.

I like that idea. And while intimate for Oscar de la Renta still means 350 guests (down from two 316-seat shows last season), I think it's something that some designers here could take note of. Fashion Week needs the big shows, but there also appears to be a fear of intimacy, of doing something small and truly editing the collection - and the guest list.

That's partly why last night's presentation from young designer Georgia Currie's label Georgia Alice felt so promising. It was a cool, intimate show at the stark white Hopkinson Mossman gallery, with just 50 invited and 15 looks.

The collection, for winter 2014, is called Battenberg - after her favourite childhood cake, which was referenced in the yummy pastel pink leather and creamy colours of the range. Designed mainly in Bali, it progressed with the structured shapes Currie has developed as her signature. A focus on denim showed a more wearable side to the brand, but what I noticed were the smaller details: a deliberately hyphenated logo, raw-edging, the curved cuff of a shirt.

After the show, still shaking with nerves and excitement, Currie was open about her reasons for showing on the eve of NZ Fashion Week.

"I'm not really at the level of confidence yet where I feel like I can produce a massive show, and my collections are still concise and small.

"I felt like I wanted to do something really intimate."

But the girl clearly has confidence. She could have chosen to do a big, official, fashion week show, and would probably have been anointed as fashion's next big thing. This way is smarter and shows foresight. It may seem incongruous as the cycle of fashion gets faster each season, but small and slow is good.

Take a look at the show looks:


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