August 11 2004
NZ's Fashion Idols - Verge New Generation Designers 2004
They're fashion's equivalent of "NZ Idol" winners and on Monday night the 2004 Verge New Generation Designers took
centre stage at the designer announcement for this year's Air Zealand Fashion Week.
Eight designers have made the cut this year with an additional group from the Westfield Pasifika stable of emerging
designers expected to be named shortly.
The Verge New Generation shows this year will feature television interior designer, Sally Ridge in a joint fashion
venture with two others, hip hop music label Dawn Raid who will profile their distinctive South Auckland style and an
award winning teen designer with a family history of sporting success.
There's well cut tailoring from a man with a diplomatic background, high glam evening wear from a couple of rag trade
veterans, edgy Dunedin fashion in a new form and clothes that will bring an ecological perspective to the catwalk plus a
gem of a label that's already become a shining star on the Auckland retail scene.
Placement in this coveted group is for new labels that show not just promise but a solid plan for sustained production
and business thinking.
As one of the most anticipated shows during the collections, the Verge New Generation designers know they have a hard
act to follow in the wake of high fliers like street label Federation and last year's star Helen Talbot who received
rave reviews from the acclaimed I-D magazine.
Sponsors of the group Verge return to support the group, not just in name but as advisors.
"Mentoring last year's group gave us a real buzz and we are looking forward to supporting this year's crop of new faces
from selection right through to sales during the event." says Ian Webster, Verge designer and managing director.
Webster has already held a one day 'Boot Camp' for the newbies to ensure the group don't underestimate the task ahead.
As task master, he's highly qualified after 20 years in the NZ fashion industry as well as establishing the successful
Verge label.
Webster, who was on the selection panel, says: "I am very excited about the group's design talent and level of energy.
Nurturing new talent is vital for the NZ Fashion Industry to move forward."
As part of their preparation for Air New Zealand Fashion Week, each designer has been given a Verge New Generation
Survival Kit.
The kit will include a Survival Handbook covering logistical issues associated with the show, a limited edition t-shirt,
and some other novelty items guaranteed to produce a laugh during the stressful build up to the shows.
THE VERGE NEW GENERATION DESIGNERS 2004
At 18, Nikki Lawrence may be the baby of the group but with her label, Nikki L. she has won every design competition she
has entered in the last eighteen months against some fashion heavy weights.
Her level of competitiveness is clearly inherited from her mother, Marilyn Pryde, a former kiwi tennis sensation at
Wimbledon.
Supported by her sisters on the management and marketing side, Nikki is currently studying on a design scholarship at
AUT.
More used to showing her skills for interior design on our TV screens, Sally Ridge is widening her horizons to the
catwalk. With two friends, both sharing a fashion background, Ridge has created a sporty label James for easy wear, colourful underwear.
The nostalgic designs of Noire come from experienced design team John Dyball and Jill Brogan-Lees. This label is set to
inspire even the most cynical romantics as it delivers a Dietrich inspired collection sure to evoke a cult following.
Dawn Raid are best known for their homegrown South Auckland hip hop music. Admittance to the Verge New Generation group
signals a move into streetwear which their fans hope will deliver as much 'attitude' as their music.
One of the best kept secrets in Auckland is out, with the inclusion of Pearl in this year's line up. The name Pearl
encapsulates clothing that has integrity, longevity and style - making women of all ages and sizes feel fabulous
according to the design team of Beth Mikkelson and Cris Roberts. If the loyal following for their Grey Lynn retail
outlet is anything to go on, then Pearl is a label you'll be hearing a lot more about!
The South Island is represented by Pip Beaton from Dunedin. A graduate of that city's strong Fashion Incubator
programme, Pip's collection reflects high standards of cut and finish combined with the edgy quirks Dunedin designers
are best known for.
Fellow mainlander, Liz Collins' Chalky Digits label from Christchurch is dedicated to connecting urban clothing with
the environment. Fiercely proud of the natural wonder of the South Island, her collection is set to represent nature at
its finest.
Tudor Clee is one of a growing number of designers specialising in menswear and the only one in the Verge New Generation
Group to do so. Tudor decided to pursue fashion, curtailing a career in IT which found him presenting at an APEC
conference recently. So many of the other delegates wanted to know where they could buy his clothing, he decided to make
his hobby a commercial reality.
ENDS