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Reign[ing] wisely: creating long-term styles from short-term trends


NEWS
Filed by Sabine Ernest/August 29, 2011/9.51


Reign

During these times of financial austerity, consumers are wary of spending big money on current fashion trends, knowing well that those trends will be out in a year’s time. But by choosing designer clothing wisely, consumers will have clothes that last for years.
   Petone, New Zealand-based fashion label, Reign, is a master when it comes to creating clothes that are timeless. Its spring collection takes inspiration from one of this season’s hottest trends—rodeo chic—and through use of excellent quality materials and tasteful style, makes the pieces well worth their investment. Says Reign’s designer Ara A’Court, ‘We design clothes that last-both in quality and style … When it comes to trends, it’s important to interpret them in a sustainable, way so they become investment pieces with longevity rather than fast-fashion destined for a clothing bin.’
   Reign’s new spring collection embodies this philosophy of timelessness perfectly. The garments, while harkening upon western-inspired roots by cult-classic western films, are cleverly infused with urban modernity to create pieces that are chic yet fun and can be worn again and again.
   ‘I guess it could be described as “subtle theming”,’ says Ara. ‘We want to evoke the historical west, not imitate it. For this collection, our muses are aspirational frontier women, capable of conquering uncharted territories. They are real, hard-working, well-balanced … all those things we try to be in our modern lives.’
   The collection demonstrates this western theme both visually and by title. With pieces titled Rodeo skirt, the Shirty collarless shirt, Wild West jean jacket, Lasso dress and Wrangler tank, complete with tasteful decorations mirroring native American fringing, the inspiration behind the collection is evident. Accessories such as pony-skin belts with rodeo buckles, western neckties with semi-precious stones are also up for grabs at reasonable prices, allowing customers to add little bits of western-wear to any wardrobe without the shoppers remorse often associated with high price tags.
   Also eco-conscious, the label is designed and manufactured in the greater Wellington area from mostly locally sourced fabrics and the label consciously supports the New Zealand-made movement.
   The spring collection is now available. The Reign Clothing Gallery can be found at 2 Scholes Lane, just off of Jackson Street in Petone. Opening hours are from 10 a.m. to 5 p.m. on Thursday, 10 a.m. to 6 p.m. on Fridays and 10 a.m. to 4 p.m. on Saturdays, as well as by appointment.—Sabine Ernest

ReignReign

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