Dunedin clothing and accessory line Company of Strangers is taking on the bigwigs at New Zealand Fashion Week in Auckland, as the only South Island label showing there. Designer Sara Aspinall spoke to Rosie Manins about her first experience at the annual event.
Amid the traditionally subdued shades of autumn and winter fashion, vibrant "pop" colours will feature strongly in Company of Strangers' new collection.
Mrs Aspinall and her colleagues Diane Rohtmets and Amelia Hope enjoy splicing neon into their bogan look, which draws heavily on leather and zip details.
At fashion week, the label will show 25 complete looks along the Contemporary Salon runway on the afternoon of September 4.
Mrs Aspinall is keeping the specifics of her latest designs a secret until they are unveiled to national and international media, buyers and stockists in Auckland.
But she said the garments would embrace leather patchwork, bright colour and other quirks for which Company of Strangers has become known.
"We try to make the palette interesting and there are quite a few really pop colours in there this time.
"We are really brightening up for autumn and winter 2013."
Fashion week is a marketing dream for designers, who are given the opportunity to display their wares on an international stage.
For Company of Strangers, the benefits will be derived from showcasing the label's complete range.
In many outlets, the name is associated with jewellery or accessories alone and Mrs Aspinall is excited about people viewing her collections in their entirety.
"We just really want to show the complete vision of Company of Strangers because usually you don't see that when you go into a store. It is a chance for us to show others how we see the garments being worn and for everything to be seen together - it really is about showing the variety and extent of what we do."
This year, fashion week shows will be available for viewing online, through mainstream television channel websites.
It meant "a lot more people" would be reached, Mrs Aspinall said.
"And that's only a good thing. Before, you would see edited snippets of shows on television but now, you will be able to watch each show on demand."
Being a designer involves seasonal and sometimes year-round promotion, but it is the physical presence at fashion week which heightens its importance.
Mrs Aspinall said being one of the 35 designers showing in Auckland meant she had received far more media attention than normal.
"There is so much hype around it. I've already had a few more stockists inquire about the label, and there is a whole lot more publicity to come - even after fashion week."
She will make the most of being in Auckland, organising sales appointments with stockists and potential buyers, before doing the same in Australia.
The Asia market is one Mrs Aspinall hopes to crack, having had a small amount of stock already sold through Hong Kong.
"It is a huge market."
Among the chaos of fashion week, she will try to watch other designers' shows and soak up the atmosphere.
"It's nice going to other shows, I can appreciate all the work they've put in and it's great to see people I've come to know in the industry. Fashion week is a great place to people-watch."
But for the remaining 51 weeks of the year, Mrs Aspinall is happy to be based away from the spotlight.
"In Dunedin you are oblivious to all the hype and buzz about what's going on, which is good for me because it means I can get my work done without getting swept away in it all."
