Mount Maunganui based designer Kellie Chapman's new label Deuchar had its debut at Air NZ Fashion Week as part of the Verge Breakthrough Show. As a new designer Kellie had to do the styling, music, model casting and fittings, invitations, sponsors and seating plans, but says the experience was worth the hard work.

Her suggestions for designers thinking of showing at Fashion Week is "Be clear about what you want to get out of it. It's a very glamorous trade show and also a great platform to get your brand out there to the industry. It's hard work but well worth it."Mount Maunganui based designer Kellie Chapman's new label Deuchar had its debut at Air NZ Fashion Week as part of the Verge Breakthrough Show. As a new designer Kellie had to do the styling, music, model casting and fittings, invitations, sponsors and seating plans, but says the experience was worth the hard work.

Her suggestions for designers thinking of showing at Fashion Week is "Be clear about what you want to get out of it. It's a very glamorous trade show and also a great platform to get your brand out there to the industry. It's hard work but well worth it."During what hours of the day do you feel most inspired?
In the evening I always get a second wind and that's when I get creative.

How would a good friend describe your aesthetic or style?
Stylish always trying new looks

What aspect of your creative practice gives you the biggest thrill?
The stage when the designs come together after all the thought and work that goes into them, finally putting the garment on and seeing the idea come together.

How does your environment affect your work?
I work from home in Mount Maunganui and am influenced by the relaxed way of life in the bay

Do you like to look at the big picture or focus on the details?
It always evolves, I start from a general mood board with ideas a theme and fabrics and design small stories around these key points. Then I focus on the detail of each individual garment

What's your number one business tip for surviving (and thriving) in the creative industries?
Stay focused on what your goals are and always be innovative to be competitive.

Which of your projects to date has given you the most satisfaction?
Definitely showing my collection in the Verge Breakthrough section at fashion week. To have a catwalk show at such a high calibre event was amazing.

Who or what has inspired you recently?
My best friend had her baby boy the night before my show, so that really inspired me to give it my best as she couldn't be there. My husband family and friends always drive me.

How did you get started in fashion?
It's something I've been drawn to since I was a little girl making clothes for my dolls on a little plastic sewing machine. I studied Fashion Design and went from there.

Describe your collection and what inspired it.
My winter collection called draw the line was inspired by the artistic flare and urban cool of the street markets in Paris that my husband and I visited during our honeymoon. A very wearable range of seperates in fantastic fabrics and colours.

How much work goes into showing at fashion week?
A lot, it was really amazing to see. For me it was putting together a collection as normal. But as a new designer, I had to style it all myself, select music, cast models, fit models, organize shoes, invitations, sponsors, and seating plans. We were lucky to have Hayley Brooke who was a great production manager and a great team of dressers.

What tips do you have for designers aspiring to show at fashion week?
Be clear about what you want to get out of it. It's a very glamorous trade show and also a great platform to get your brand out there to the industry. It's hard work but well worth it.

What are your plans for the future? What do you see yourself and your label doing five years from now?
I would like to have a few staff in 5 years so I can really focus on the design and business side of Deuchar. To have my own flagship store and be selling in NZ and Australia.

What are your hopes for the future of the New Zealand fashion industry?
That we keep supporting the industry and really try and keep some more of the work here in New Zealand. We have some amazing talent and can produce amazing New Zealand made product which if we support it is good for everyone.

What challenges does the industry face?
Staying competitive against mass produced product from overseas among many.

Why is fashion week an important event for the New Zealand fashion industry?
It's an opportunity for NZ Fashion to be celebrated for the new talent and more established designers. It takes NZ fashion to the world and gets the industry excited again year after year.

If you could go back and choose a completely different career path to the one you've chosen, what would it be?
I wouldn't!

What place is always with you, wherever you go?
Home, Mount Maunganui.

What's the best way to listen to music, and why?
With friends in summer with a glass of wine in had, a great way to unwind.

You are given a piece of string, a stick and some fabric. What do you make?
A hammock to chill out in.

What's the best stress relief advice you've ever been given?
Don't take it to heart, sometimes easier said than done though!

What's great about today?
It's the day after my debut at Fashion Week and it went fantastically!

What's your big idea for 2008?
Believe in yourself!

Image: Model wears Night Owl dress, Kellie wears Wing Dress, Deuchar
photo by Tina Nevvile

More information

Designer Kellie Chapman says her Deuchar label reflects her French heritage and unabashed love of fabrics. Within 3 months of launching launching, the DEUCHAR label which is based in Mount Maunganui secured 11 stockists nationwide

After graduating from design school in 1999, Kellie honed her skills in design and management working for brands such as Staxs, Moochi, Hero and Women. This led her to travel to Europe and America on design inspiration trips and develop her management and pattern draughting skills. The result is a range of pieces that marry European styling with flattering versatile designs are at the foremost wearable.

Chapmans winter 2009 collection is named DRAW THE LINE and is inspired by the artistic flare and urban cool of Paris' street markets. Astute garments that can be worn in different ways, shifted volumes and a look in constant movement. Colours reflective of city shades and an urban sunset.

Chapman's mantra is: "Divine fabrics and designs that grab attention without being overpowering - Feminine, unique, favourites!"

Deuchar

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