Dunedin designer Reveley grows with iD fashion show

Charmain Reveley in her Dunedin workshop. Photo by Peter McIntosh.

• Slideshow: Charmaine Reveley's designs through the years

A lot of things have changed for the girl from a farm in Windwhistle, Mid-Canterbury, since her garments first appeared on the platform of the Dunedin Railway Station in the iD Dunedin Fashion show six years ago.

Charmaine Reveley, like the iD fashion show, has grown, matured and formed a niche market for her product.

From a spiky-haired new graduate in 2003 to a sophisticated designer in 2009, Reveley (27) knows the publicity from the event, in which she has featured for six years in a row, has helped her develop her business and form her approach to designing.

"That publicity is pretty major for a small, young Dunedin designer," she says.

In 2003 designer Reveley was newly graduated from the Otago Polytechnic's bachelor of design (fashion) course and she, like all new graduates, had high hopes and starry-eyed goals for her career in fashion.

"I wanted to take over the world," she said.

Reveley was a top student at the polytechnic and was one of three chosen for the graduate section of the 2003 iD show.

Her collection for the show touched on her rural background as it focused on the Kiwi lifestyle of years gone by with garments made from knits.

She has fond memories of that first show.

"It was such a cool thing to be involved in when you are a young student. Being involved with a show that included Dunedin fashion's big names."

Just two months before the show, in January 2003, she had started her label under her own name, and had also signed up with the Dunedin Fashion Incubator. She was given a workroom, studio space and mentoring, and for two and a-half years worked feverishly on setting up her label.

In 2004 she was again invited to take part in the iD show, this time in the main section, and had the task of finding enough garments to make up 15 outfits.

"Fifteen outfits for a little designer. That was a lot to cope with."

She was forced to make garments that were separate from her retail range in order to have enough for the show. At the time she was selling her stock to about five stores around the country.

Her outfits for the 2004 show were based on people settling in New Zealand and were "dramatic", she says.

Since then her style has changed markedly. She notices that as each season has gone by her styles have been tailored to meet the retail market.

She also keeps in mind what will look good in a runway show, knowing the iD show is an important part of her calendar.