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Home / Bay of Plenty Times / Business

Label's shoes on show for buyers

Bay of Plenty Times
10 Sep, 2010 11:31 PM2 mins to read

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A room filled with shoe boxes and the latest season's heels, booties and flats sounds like a fantasy to most women but to Rebecca Anderson and Renee Hyland it's just another day at the office.
The women are the designers of Mount Maunganui fashion footwear label Chaos & Harmony.
And later this month
they will be heading to Auckland for the most important date in the fashion calendar - New Zealand Fashion Week.
Chaos & Harmony shoes will be worn on the feet of models at four catwalk shows - local designers Riddle Me This and Blak, as well as Auckland-based designer Jimmy D and New Generation designer Kathryn Leah Payne.
Each show has 20 models, which means carting 80 pairs of shoes up to Auckland - and that's just for the shows.
Expect to see lots of platform shoes, especially with wedge heels, Mrs Anderson said.
"Usually with catwalk they like a little bit more of an extreme look," she said.
When it comes to ordinary women, the biggest sellers are wedge heels with no platform and "lots of lace-up booties".
New Zealand Fashion Week is also a chance for the brand to sell its product to fashion stores around the country and hopefully internationally.
Chaos & Harmony shoes are stocked in 25 stores across New Zealand.
"[Fashion Week] is a great platform for New Zealand designers and basically showing the world who you are, because there's a lot of international buyers that come," Mrs Anderson said.
"It's great because you get all the buyers in one place in one week - often it takes about a month to get around them all."
The next big goal for Chaos & Harmony is to expand into the export market - with a kick-start from Fashion Week and the international buyers.
This is the label's third time attending the event and the ultimate goal is to one day have their own show.
It's one of their busiest weeks of the year. And while they will attend a few shows, the majority of the time will be spent in back-to-back appointments with buyers.
"From the wholesaling perspective, our intention is sales," Mrs Anderson said. "From the fashion show perspective, it's more PR and exposure and awareness."
And for two girls whose passion is shoes, it's also a lot of fun. "It's a great event."

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