Wednesday, 20 April 2011

Supporting Australian Fashion - Dhini For Sportsgirl

A stunning jacket from Dhini's main line collection
The latest designer to collaborate with Australian high street brand Sportsgirl is Melbourne designer Dhini Pararajasingham. Launching her label at London Fashion Week in 2005, and opening the show at L'Oreal Melbourne Fashion Festival this year, Dhini's label continues to grow.

Her 8 piece capsule collection titled 'Arc Angel' will be available online on 28 April 2011, before dropping in stores on 2 May 2011.  It is interesting that Sportsgirl have decided to make the collection available online before making it available in stores. They had the same retail tactic for their recent collaboration with London designer Richard Nicoll. As collaborations generally have limited stock and are only featured in the larger stores, this means a wider audience have access to the collections. With the increase in online retailing, it will interesting if other brands follow Sportsgirl's lead.

Drawing inspiration from French heroine Joan of Arc, Dhini's pieces will feature strong structured panelling and detailed draping and tailoring. The collection will be based around a charcoal, black and blush pallet. Prices will range from $100 to $190.

Sportsgirl have been collaborating with designers for the past 9 years. They have been very supportive of  up-and-coming Australian designers, working with designers such as Ansdorf, Ellery and Konstantina Mittas in the past.

This collection continues the trend of designer/retailer collaborations. In a time when retail sales are low and new designers are struggling, collaborating with established fashion companies can help introduce labels to a new audience.  In coming weeks, I'll look at the advantages and disadvantages of collaborations and diffusion lines.

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