LadyLore – the latest new designer label

September 19, 2007

LadyLore – the latest new designer label off the NZ fashion industry conveyor belt

LadyLore, the brainchild of designer Kristin Seth of Auckland, is the latest label off the fashion industry conveyor belt and is showing at Air New Zealand Fashion Week.

Seth wanted to showcase LadyLore brand and create awareness in Auckland this week as the spotlight beats down on the New Zealand fashion industry at the seventh annual frock-fest.

LadyLore is 100 percent New Zealand owned and operated business with a strong focus on natural materials; informed by traditional crafts and a minimalist design aesthetic.

She sources her fabrics locally and internationally and she loves to collect vintage fabric and treasures.

``I try to keep all my materials natural where possible. I design and attempt all aspects of the creative process, employing artisans in the final stages to execute my ideas. My label epitomises a love for clothes, the feminine form, sex, business and nature.

``I am talking with stockists and expect to be in stores by Christmas. I am in the baby stages with plans to expand and develop.’’

Next year LadyLore will be developing all areas of its business and expanding into stores throughout New Zealand.

Seth wants to create a global brand for a sustainable future. She said sold her first run of Belladonna underwear in Tessuti in 2002.

She worked in the UK for the likes of Pearl Lowe and Danny Goffey, J Maskery and at London Fashion week, assisting stylists, and gaining valuable experience and connections.

``I came home longing for New Zealand life, working in film, TV, advertising and fashion, all the while devising and plotting the bigger picture that is LadyLore.

``I have styled and continue to work with Tony Potter (Shortland Street) and Tom Hern (ex-Shortland Street).’’

Seth has worked with the Topp Twins, Jo Cotton on Pops Ultimate Star and the Mint Chicks.

She is a consultant for Dress for Success, a not for profit worldwide organisation that prepares women for the workforce helping them with their first job interview outfit.

``I like this idea and see it as a way of giving back to society, empowering people by making them look and feel confident so they can enrich themselves and others. I have similar intentions with LadyLore.’’

ENDS

© Scoop Media