In fashion’s new world order, the customer is king, throwing down the challenge to designers and brand executives to work out new ways to engage with them online and offline, and increasingly via more immersive brand experiences.
Sass & Bide has picked up the crystal-studded gauntlet and run with it. This week is the brand’s inaugural Style Week in all stores around Australia. (Technically it’s two weeks, as next week it continues in Myer concessions and New Zealand.)
Customers can book one-on-one stylist sessions, enjoy champagne, a MAC makeover and have their photo taken in their new look — shareable across social media, of course. And the brand will be sharing activity across its website for those who can’t get in and are looking for a little inspiration (such as this look, pictured, from the current collection).
“We wanted a retail initiative that celebrated creativity and culture for those that love style and fashion,” Julie Malandin, the label’s acting chief executive, tells Buzz. “The brand always stood for unique looks and we wanted to celebrate that, customers can have an individual look created for them.”
It has been an interesting time for Sass & Bide, founded by Brisbane besties Heidi Middleton and Sarah-Jane Clarke back in 1999. Since they left the business two years ago after selling it (jointly, with their investors) to Myer for $72.3 million, it has had two creative directors start and finish. Anthony Cuthbertson was first to take the reins, to much fanfare, but left after a year; Therese Rawsthorne was next, but she departed six weeks ago. Both created collections in keeping with the duo’s original bold and decorative aesthetic.
Now, instead of a star designer in place, the label is being designed by a group of designers — the “creative collaborative” as they are known, according to Malandin.
“Collectively our designers have over 20 years with the brand,” she says.
The first collection from the new design co-operative will be unveiled in the new year.
For anyone interested in ethical clothing production — and, frankly, that should be every one of us — a new label is aiming to highlight the actual cost of our clothes. Sydney-based Nikki McCallum launched The Road (the-road.com.au) this week, offering plain and printed basics and underwear that are made from organic, Fairtrade cotton for women and men and produced in an ethical and sustainable manner.
As a launch special, the label is offering plain T-shirts at the base cost to produce ethically: $13.64. This covers just the start of the process, ensuring that the cotton growers and factory workers are paid a living wage and benefits, and that dyes won’t pollute rivers, for example. It doesn’t include the brand costs at the Australian end — the price will rise to $39 after this to include these.
“I was inspired by another brand doing something similar (with pricing), and thought it was a really great way to highlight the true cost of the garment,” McCallum tells Buzz.
“I think the public has been greatly deceived in the value of a garment. You can go into large discount retailers and pick up a tee for $5 — and you’ve got to know that the retailer has already put their mark-up on it and also covered their costs. So what did that T-shirt actually cost to make? It’s frightening to think that is as low as $2 or $3, spread among the person who has grown and supplied the cotton and the garment worker being paid and the factory making their profit. People need a measuring stick so they can make conscious decisions when making a purchase.”
As one who previously worked in the commercial end of the industry, it’s something McCallum knows all too much about — and wanted to make some positive changes. Also, given her background in underwear, it should be noted that this category looks particularly appealing. “I’m passionate about finding the perfect pair of undies that don’t go up your bum — I think I’ve cracked it.”Read more at:short formal dresses | long formal dresses
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