KEY POINTS:
Sandy Burgham has a clear sense of style, but she can't be brought to define it in a sentence.
"I'm not conscious of any personal style parameters, but my husband thinks it's 'corporate boho'."
A woman of many talents, Burgham is the marketing director for Max,
as well as a director-shareholder in Barkers, director of strategic
research company The Providence Report, and a public speaker on consumer
trends.
She has worked with Max for almost 10 years, and her passion for the
brand is obvious. "I love Max because it's a New Zealand success story in a retail environment cluttered by Australian invaders... I love that we are not a corporation. We can be playful and that's a big part of our brand personality."
Burgham is also one of the people behind the current drive to radically
update and upgrade the Max brand, which will see it expand into Australia with an online store (to be launched next year),
upgrade the quality of design and fabrications, and distribute a capsule
collection from Australian designer Kirrily Johnston.
"We wanted a real designer, not a celebrity. And one whose star was still ascending... Her style is original, dramatic and versatile, and our customers love garments that can be worn a variety of ways," says Burgham.
Who are your favourite designers?
Many and varied. I have huge respect for Japanese labels Commes des Garcons and Yohji Yamamoto. I will forever love Emilio Pucci's prints. I also love what Tom Ford did to make menswear sexy. If you're talking about right now for me personally, it's Kirrily Johnston and our girl Karen Walker.
What was the last item of clothing you bought?
I met Kirrily Johnston through Air New Zealand Fashion Week as Max sponsored her show, and when I caught up with her in Sydney recently, forgive me for boasting, she gave me a dress which is my new favourite. I try not to wear it every day!
Your favourite accessory?
An Asprey and Co reproduction of Jackie O's famous black pearls which I adore. And a long, loud Pucci scarf. I'm planning a wardrobe of vintage Pucci for when I'm older/richer/thinner - so far I have the scarf.
Is there anything you'd never wear?
No, I'd give anything a go.
Any style icons?
Lady Penelope. And Jackie O when she was cavorting around Capri with Ari.
Whose wardrobe would you most like to raid?
Either of theirs would do fine.
What is your fashion obsession?
Easy: the whole 60s/70s international jetsetter meets women's lib styling that's a mix of Bianca Jagger glam with Gloria Steinem's braless, sexy style. Looped earrings and headscarves, tight tops and flared pantsuits, Valley of the Dolls, huge sunglasses and big hair. More of a fantasy really, it's a hard look to pull off during working hours!
What do you wear to work?
My work wardrobe features a lot of Max and a splash of Kirrily at the moment.
The one rule you always dress by?
Make it slightly over the top.
Personal style quirk?
Probably my large Karen Walker frames, in which I put prescription lenses. I like them although someone did once ask if I was in fancy dress.
Most overrated item in fashion?
White shirts if they lack detailing. Must have french cuffs or pleats at least, I find them dull otherwise.
Most underrated item in fashion?
Kaftans. As per the maxi dress, they are literally cool to wear whilst covering a multitude of sins.
Most stylish city?
Palm Springs. I've been twice this year and for a mid-century design fan, it's like walking into a dream. But you need to get kitted out at Trina Turk on North Palm Canyon Drive to look the part. I imagine that's where women go after the extreme facelift and before they rest up with a martini poolside.
