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When every piece of the Dunedin-based fashion label is created by hand, in traditional ways, it is no surprise it can take a while.
Founder Ava Sanders believes in the idea of preserving and promoting traditional craftsmanship.
She uses natural fibres which are transformed through knitting, crochet and embroidery into what have been described as works of art.
Growing up watching her mother's "mesmerizing" knitting hands, inspired her to bring "the art of the craft" back into the world of fashion.
Clothing had become mass produced and she, along with her team of knitters, enjoyed offering a counter to that.
Mrs Sanders organised wool and colours, then liaised with her team in "undisclosed locations" to construct different pieces.
These were brought together by her, in consultation with another Dunedin woman, and constructed into a final garment, she said.
She believed her slow approach mixed well with the high-paced world of fashion, but she enjoyed being able to pick up her needles and "switch off".
The label St Kevins College became established only last August and she had enjoyed the resulting learning process.
From fashion as a business, to exporting, computers and photography, her confidence had slowly grown with each challenge.
The year also proved to be one of firsts.
The label's first photo shoot took place last month and the iD Dunedin Fashion Show, on March 12 and 13, will be its first stint on the catwalk.
Her collection will consist of one-off and limited edition garments, showcasing the knitted jackets, crocheted dresses and miniskirts for which the label was known.
Mrs Sanders was also amazed her pieces would be seen by international designer and iD Emerging Design Awards judge Zandra Rhodes.
With four weeks to go, only about a quarter of the fashion show tickets were left and those to the emerging awards were selling well.
ellie.constantine@odt.co.nz
Links:
[1] http://www.odt.co.nz/files/story/2010/02/ava_sanders_models_one_of_the_garments_from_her_la_1390200142.JPG