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Featurette
5

THE DESIGNER

Established in 2006 by designer Kirsha Whitcher, the Salasai label has fast gained a reputation as being a major player in New Zealand fashion, known for its effortlessly cool and sophisticated codes on dressing, created with the modern woman in mind. Now in its sixth season and gradually building a strong reputation for quality, fashion forward design, Salasai has shown consecutive collections at Air New Zealand Fashion Week for the past two years and was a key label at Sydney’s Rosemount Australian Fashion Week showrooms in 2008.

Whitcher uses her understanding of design and innovative approach in fashion to create ranges that are cohesive, audacious and feminine. Enlisting the talents of Dutch graphic designer Anouska van der Werff, Whitcher manages to capture a nonchalant and effortless mix of colour and shape within her exclusive prints, ensuring that the ranges maintain a directional and personalised appeal. “The prints enhance the spirit of the Salasai woman. She’s smart, sassy and strong and she doesn’t have to try so hard. Everything about her is effortless and quietly confident”, says Salasai stylist, Dan Ahwa.

The Salasai AW2009 collection, “Cruel + Kind” has been featured in magazine editorials in the likes of NO magazine, Black, Pulp, Cleo, Fashion Quarterly, Next and In Style; as well as making appearances on www.vogue.com.au and in various Australian and New Zealand newspapers, where the label is a favourite amongst fashion editors. The label also gained international recognition when RnB songstress Rihanna purchased the ‘Suit Jacket Dress’ (Summer 2009) from Brisbane boutique, Apartment.

Since the very first range, “Best wishes from Salasai”, Whitcher has perfected the unique style that defines the quintessential Salasai woman: capturing youthfulness, unassuming confidence and understated ‘coolness’ in garments that are all designed and constructed in New Zealand.

Sold in leading boutiques throughout New Zealand, Australia and Hong Kong, Whitcher’s focus is now on establishing representation in the Asia Pacific and European regions. With a strong creative team of people around her, Salasai is fast becoming an integral part of the future of genuine New Zealand fashion design.

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THE BRAND

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THE SEASON

Fluorescent Adolescence Spring/Summer 2010/2011

Reckless teenagers in love form the backbone of Salasai's spring/summer collection, Fluorescent Adolescence.

Inspired by classic 1950s juvenile delinquent films like Lost, Lonely and Vicious, Rebel Without a Cause and The Wild One, the collection - Salasai's eighth - focuses on subtle surface decoration, detailing and texture such as knitted leather, denim mini polka dot's, draped sleeves, holes in knitwear, cut out detailing and a hand-drawn roses with thorns print; all a modern and sophisticated take on young rebellious romance. Like the changes of real life adolescence, the collection signifies a fresh direction for the label capturing simplicity of structure, personality and clean colour. The brand's signature unassuming and nonchalant aesthetic continues, with volume, draping and texture in subtle shades of white, beige, black, and denim blue.

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