Rising new label Serdoun in Air NZ Fashion Week

Media release – September 13, 2007

Rising new label Serdoun to feature in Air NZ Fashion Week

Air New Zealand Fashion Week is all about new collections and labels and Serdoun of Auckland is one of the rising names in the thriving NZ fashion industry.

Attention will focus next week on well known labels but Serdoun may steal the limelight.

The brand is designed and driven by fashion design graduate Alissa Serdoun. Alissa arrived in New Zealand from Russia nine years ago.

She now has her own fashion label, a boutique store in bustling downtown Auckland and is about to show her talent in Fashion Week. She took fashion week by surprise for the first time last year with its elegant femininity.

``I want to celebrate women and make people feel
comfortable in what they are wearing-regardless of age or body type. My designs seek to accentuate a woman's femininity and to make women look elegant, glamorous and feel like real women.

``My current collection for Fashion week was inspired by Sophia Loren in the Yesterday Today and Tomorrow movie.

``Fashion week is great and it’s a chance for us to show where we are at. What Fashion week gives designers like me a platform, to showcase what we can do.’’

Russian-born Alissa was brought up in a fashion conscious family. Her father got a fashion degree and made a career out of working with clothing.

``I remember getting in trouble as a 10 year old for cutting up sheets to make a dress in my hometown, St Petersburg. So since I was little I always wanted to do fashion. I love it.’’

Alissa graduated from Auckland University of Technology
with a art and design degree, specialising in fashion. She launched her own label three years ago.

All her garments are designed by Alissa and there is a hint of yesteryear in the cut of her garments.

She has had great success with customers from New Zealand, Australia, America, France, Japan, Italy, South Africa and the UK.

Serdoun will be at the cutting edge in Auckland next week of a multi-million dollar glamour showpiece as the stars of the New Zealand fashion industry take to the catwalk.

ENDS

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