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Featurette

THE BRAND

Since Jaeha's explosive debut at Air New Zealand Fashion Week in September 2007, Jaeha designer Jaeha-Alex Kim, 21, has been touted as the most exciting talent to emerge from New Zealand in a decade.

Jaeha's highly innovative and sophisticated Winter 08 collection, inspired by Tim Burton's tragic character Edward Scissorhands, caused a fashion editor stampede backstage after his show. The label was immediately snapped up by stockists in New Zealand, Australia and the USA including Hollywood boutique H Lorenzo where Victoria Beckham became the regular customer.

Massive press also followed, including coverage in three issues of New York magazine Sportswear International (USA), ELLE.COM(USA), Theme (USA), ZINK (USA) and Australian publications Oyster, Nylon and UV. Also a huge coverage from every NZ publications, He was voted 'Best Breakthrough Designer of 2007' by Metro magazine and has already been featured in fashion book 'Young Asian Fashion Designers' by Daab Publishing, Germany.

Before he graduated from Auckland's University of Technology in 2006, the young Korean-born designer was making waves. Launching his first collection as part of the student Rookie Show at Air New Zealand Fashion Week 2006 he became one of the first students to secure an order straight off the catwalk. Jaeha (pronounced jay-ha) has quickly become known for its signature drape. The high fashion design orientated label captures a bold and graphic youthful energy which Jaeha has successfully translated into everyday garments, which has led its commercial and editorial success.

Jaeha's Summer 08/09 collection 'Colouring in Calms Me Down' is inspired by French movie The Dreamers (2006) about misunderstood youth in the setting of the French student riot. The collection merges obscure and innocent French girls with loud and punchy 60s surrealistic French caricature images including quirky apple prints and colourful apple moth motif tees and dresses, tailored blazers, rolled-down Ivy lace socks, giant apple bow ties and 80s washed-out denim suspenders.

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THE SEASON

Zip Me Up After You're Finished 2008

She stands crying in front of him. Not Again. He shakes his head, she's had enough. She reaches for her bag and packs it with her clothes, aggressively pushing and pulling, zipping it up tight, an overflowing bag results. She tries to suppress it. The contents of her bag and the emotion's deep within, filling her up, pulled and pushed, but becoming even more thick skinned.

The is the story of the Jaeha girl for Autumn Winter 2008. A collection that encapsulates the feelings and emotions of a youthful generation. Baggage details such as eyelets, sips, buttons and drawstrings fuse with fabrications such as cotton t-shirting, wool, denims and silk to create pieces that include draped dressess, tailored waistcoats, slim-line denims and skirts, as well a s a exclusive t-shirt print designed by Jaeha.

By incorporating the key detail of the zip, the print also loosely references Tim Burton's tragic character, Edward Scissorhands by including scissors to mirror the emotions faced by Edward and his quest to seek 'Normality' and acceptance in a world that did not realise he too had feelings. Like Edward, Jaeha's girl has a harsh exterior, but beneath the layers of clothes and emotions, she has a softer side that's waiting for the world to see..

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