Saturday, 01 August 2015 05:00

Perriam on the national stage

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Merino sheep being mustered on Bendigo Station, home of Perriam.

Luxury merino fashion brand Perriam has been selected for a special showcase on wool in fashion at the prestigious New Zealand Fashion Week (NZFW) in August.

Perriam is among some of the country’s iconic labels chosen for the Choose Wool show, taking to the runway with Sabatini, twenty-seven names, Tanya Carlson, Hailwood, Liz Mitchell and Wynn Hamlyn on Tuesday, August 25.

Curated by leading Kiwi stylist Anna Caselberg, who is known for her work with NZ wools, Choose Wool represents an important aspect of the NZ fashion industry.

The Choose Wool show is supported by a host of influential international media and fashion delegates, including ASOS, Marie Claire, global fashion and entertainment channel Fashion One, Glamour magazine and Vogue UK.

Wanaka-based Perriam designer Christina Perriam says it is an honour to be featuring in the biggest event on New Zealand’s fashion calendar, and to be able to gain valuable media exposure for her relatively new brand.

“After growing up on a high country merino station in Central Otago, I have a deep understanding of the wool industry and working with merino wool in fashion is something that’s very close to my heart,” Christina says.

“The heart of the Perriam brand is about conscious living and conscious fashion. Perriam represents slowing down and appreciating life and I want to create pieces that focus on quality, not quantity – flattering wardrobe essentials that will last for many seasons, with a contemporary, sports-luxe vibe.

“I choose to support the NZ wool industry by using NZ merino wool, manufacturing here and using complementary fabrics that leave a lighter footprint on the planet,” Christina adds.

It has been a huge year for Christina, who launched Perriam in October 2014, along with a flagship retail store in Tarras and her online store. She launched her babies and children’s brand Little Perriam in February this year and then unveiled her Perriam Woman Winter 2015 collection to widespread acclaim at the 2015 iD Dunedin Fashion Week in April. She has been busy working on new collections since then.

“Being able to take part in NZFW is a huge privilege and I’m excited about the opportunity to show my brand to the world,” Christina says.

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