INDEPENDENT NEWS

New lifestyle fashion brand poised for launch

Published: Mon 22 Sep 2014 05:24 PM
MEDIA RELEASE FROM PERRIAM
September 22, 2014
PERRIAM, a new lifestyle fashion brand, poised for launch
Well-known Central Otago fashion designer Christina Perriam will unveil PERRIAM, her new luxury lifestyle fashion brand, in Tarras next month.
PERRIAM produces New Zealand-made merino clothing that embodies the comforting luxury inherent in the spirit of the high country. The heart of PERRIAM is Christina’s family and their farm, Bendigo Station in Central Otago – a place of rich history, pioneering spirit and enduring natural beauty.
Bendigo, also the home of the famous merino wether, the late Shrek the Sheep, will host an exclusive catwalk show for the launch of the first PERRIAM Woman Summer 2015 Collection, on October 18, 2014.
The Merino Shop in Tarras Village – home to Christina’s original labels ‘Christina Perriam’ and ‘Suprino Bambino’ – will undergo renovations to coincide with the launch and the go-live date of the new PERRIAM online shop, perriam.co.nz.
The launch is a huge milestone for Christina, who has been designing womenswear and baby/children’s clothing for the past 10 years.
“The continuing growth of Suprino Bambino and Christina Perriam made me feel it was time to develop a united lifestyle brand that sat under the one label. PERRIAM was an easy choice because it is my last name and embodies my heritage,” Christina says.
“I want to create a brand that is a household name. PERRIAM is about luxuriating in life, slowing down. It’s about slow fashion, not fast fashion, but it is fashion-forward. PERRIAM celebrates the beauty amongst the busy-ness of life. I want to share the spirit of the high country and the history and natural beauty of Bendigo Station though my collections. PERRIAM presents merino that is everyday-wearable and cool at the same time.”
The PERRIAM brand will initially encompass Woman and Little with Sleep, Man and Home being introduced next year. Christina also has her eyes on a growth plan that includes its own stores.
“PERRIAM is all I have ever dreamt of in a brand. It is quality, on-trend and has an emphasis on the value of slowing down as well as showcasing and utilising the amazing fibre that is merino wool. I am excited to launch with a beautiful catwalk show that will take place outside the Bendigo homestead, a place very close to my heart.”
ENDS

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