KEY POINTS:
Many of the designers showing for the first time at Air New Zealand Fashion Week have proven track records, but getting noticed on the runway is a big step up on the path to becoming a fashion icon. Viva previews some of the the newbie designers showing.
SALASAI
A former designer for international label Mooks Clothing, Kirsha Whitcher has been focusing for the past two years on building up her own Salasai label.
What's been the biggest challenge in getting ready for your show?
The range being finished on time and perfectly; I want to make sure there is a reason for each piece and that I love it.
How about that tricky business of seating the front row?
If there is a trick, I'd like to know it. How do you keep everyone happy?
What will you be doing after the show?
Relaxing. Still deciding whether we're having an after-show blast.
THOMAS VALENTINE
Sheridah Anderson was a barrister, biochemist and teacher before she turned to fashion. Getting the right chemistry on the runway is a challenge, but she's focused on the big picture.
What's been the biggest challenge in getting ready for your show?
Co-ordinating all aspects of having the collection ready.
How about that tricky business of seating the front row?
I am participating in the Verge New Generation Designers Show, and thankfully for me the front row seating is organised by Fashion Week.
What will you be doing after the show?
I'll look forward to catching up with my family.
OYL
Designers Vicki Reid and Nicola Karam are best friends and in business together. That combination has the makings of a Shakespearean tragedy, but they're fusing their creative instincts with a collection that is timeless with a wow factor.
What's been the biggest challenge in getting ready for your show?
Well, no major challenges. It's just been fun.
How about that tricky business of seating the front row?
We don't have to worry about all because we're part of the Verge Breakthrough group.
Who's helping behind the scenes?
Our friends.
What will you be doing after the show?
I imagine we'll have a few bubbles.
STOLEN GIRLFRIENDS CLUB
SGC says relax, but that kind of attitude doesn't go down well at Fashion Week, where neck strains are par for the course. Designers Luke Harwood and Marc Moore say they don't take fashion too seriously but that's not stopping them re-inventing denim and T-shirting.
What's been the biggest challenge in getting ready for your show?
Finding a good venue for the after-party where the helicopters can land safely.
How about that tricky business of seating the front row?
That's easy. It will be Kate Moss to line everyone up, The Messiah himself, Jimmy Eat Paint my homeless mate, Jim Morrison, Buddha, Oscar Pippin', Billy Wrong, Mother Mary, Tom Ford, and Billy the Kid.
Who's helping behind the scenes?
A bunch of free-loving hippies from down the street, it will be peace man.
What will you be doing after the show?
Sinking a beer with my mates at our "Something Poetic, Never Never End" after-party.
SERA LILLY
A designer with a name like Lilly could hardly do anything but flatter the female form, and this one is a rising star with a commendable fix on quality finish - the cut and fit are all that matter. If the string of awards - and the way she juggles motherhood and business - are any indication, Lilly is one to watch.
What's been the biggest challenge in getting ready for your show?
There are a few, but the biggest is juggling everything - motherhood (a 6-month-old and a 5-year-old), working in the shop, doing summer production and designing and organising a fashion show - and still trying to have time to clean the house. There have been a few tears, but it has been a great learning curve and I think once I have done my first show it will be heaps easier next year.
How about that tricky business of seating the front row?
It's usually media, VIP buyers and celebrities, but Murray Bevan from Showroom 22 is going to help me. He knows exactly who to put in the front rows. So we are lucky that he is willing to help with that.
What will you be doing after the show?
I will probably go out for dinner with my closest friends and family to celebrate. Then I'll go home and sort all the garments out because I still will have heaps to do to get organised for selling appointments the following days.
BLAK BASICS
Designer Teresa Hodges looks set to give Paula Ryan a run for her Simply You money with her Blak Basics. She describes her range as a blank canvas on which the wearer can express herself, but Hodge is no dummy. She convinced fellow Mt Maunganui designer and Moochi owner Kellie Taylor to back her label, and the Blak range is now stocked in eight stores throughout New Zealand.
What's been the biggest challenge in getting ready for your show?
Time. There never seem to be enough hours in the day.
How about that tricky business of seating the front row?
Being part of the Verge Breakthrough Show, I am lucky to have the experienced Denise Cohen in charge of seating.
What will you be doing after the show?
Meeting all those beautiful people who came to watch. Oh, and celebrating.
ELUSIV
Who says sport and fashion don't mix? When Dunedin designer Nicola Reilly joined forces with professional rugby player Ben Smith, Elusiv was quick to put points on the board as a menswear label with lots of attitude.
What's been the biggest challenge in getting ready for your show?
Getting everything ready on time - the hours and days are disappearing. There has been lots of travelling to and from Auckland to make sure we get everything right for the day. It has been challenging to keep the business going while having a jet-set life up and down the country.
How about that tricky business of seating the front row?
Luckily we are part of the Verge Breakthrough show, so this has been taken care of by the organisers. But we're keeping our finger on the pulse to make sure our VIPs are well looked after.
What will you be doing after the show?
The moment after the show, I will be taking a big deep breath in a glass of wine. The next day I will hit the phones, footpaths and open roads to sell Elusiv Winter'08 to the world.
JAEHA
A rookie student turned fully fledged designer with a solo show. As one of the young designers picked up last year by Australian fashion store Blondies, Jaeha-Alex Kim is hoping to impress more A-list buyers.
What's been the biggest challenge in getting ready for your show?
Missing numerous family dinners.
How about that tricky business of seating the front row?
We're doing a show in the Westpac tent, and it seats 100 or 150 in the front row. It is hard, as there are three different designers showing and also our market is very different. Hopefully, it will all work out.
Who's helping behind the scenes?
A lot of people. The amazing Mint Condition team, AUT fashion school helpers as dressers/ushers, stylist Dan AhWa, the Steven Marr hair team and M.A.C make-up team. All those monster models, and hard-working Fashion Week crew and sponsors.
What will you be doing after the show?
Hugging all those people who helped my label go this far. That's if I'm not too sweaty. I'll cry a bit and smoke a bit. I will finish off my long black from that morning.
LOVE LIES BLEEDING
Any mention of intrigue always perks up a fashion audience. Rachel Easting and Anjali Stewart are promising a collection full of smoke and mirrors and they have the panache to pull off. Winners of the Deutz Fashion Design Ambassador Award, they recently wowed the critics at ID Dunedin.
What's been the biggest challenge in getting ready for your show?
Trying to stay focused and not going crazy with lack of sleep and lack of life outside of the studio.
How about that tricky business of seating the front row?
We haven't even been able to think about things like the front row yet. We just don't want it to be subjected to 25 naked models, because we haven't finished all our samples yet.
Who's helping behind the scenes?
We have our Wellington studio buddy Karie, from d-luxe, whose jewellery will be in the show. Also Nerina, our artist friend, who has been helping us with the label since forever, and Anjali's sister, Priya, who is coming up to lend a helping hand. We are so lucky to have such beautiful friends.
What will you be doing after the show?
Celebrating. Mainly we are looking forward to driving back down the North Island and stopping in Taupo for a few days of serious hot pool action.
