What does New Zealand’s most fashionable house look like?
Take seven leading fashion designers, add a retro Remuera mansion, artfully arranged designer clothing and a fashionable bunny named Broccoli. Throw in a ramen noodle bowl and a candy-coloured Jenga set and what have you got? A flatting scenario vastly different from our own experience, for one.
It’s an honour that such an esteemed group of New Zealand designers would gather under one roof, all in the name of FQ.CO.NZ – Fashion Quarterly’s newly-launched online home. The campaign features Dame Trelise Cooper (Trelise Cooper); Denise L’Estrange Corbet MNZM and Benny Castles (WORLD); Georgia Alice Currie (Georgia Alice); Steve Dunstan (Huffer); Liz Findlay (Zambesi) and Helen Cherry (Helen Cherry) – and seasoned train-spotters will be well aware of the styling details, which include pieces from more of our favourite local fashion names.
Fashion Quarterly editor Sally-Ann Mullin personally reached out to each of the designers who were more than willing to be involved in FQ.CO.NZ’s debut campaign.
“When we thought about Fashion Quarterly – and now FQ.CO.NZ – being the home of New Zealand fashion, we imagined what that house would look like, who would live there, and what they’d do if they were to cohabit. We were thrilled when such an iconic group, including stalwarts of the industry as well as a talented new generation, came together with the FQ team to embrace the concept and celebrate our new digital fashion destination. These designers are usually on the other side of the camera, not being models themselves – but the day they were photographed on set it was obvious their collective experience in directing their own work has rubbed off. The only one who needed any extra direction and outfit assistance was Broccoli, who had her own wardrobe assistant to adjust her Karen Walker collar,” says Sally-Ann.
“The day of the shoot was so much fun and everyone was such a good sport. It was great to see the commitment from all of these entertaining characters, who really got behind our idea of fashionable flatmates and gave it their own unique spin. The enthusiasm for the campaign and our new venture, FQ.CO.NZ, has blown us away and really shines through in the final product.”
This year, Fashion Quarterly celebrates 35 years of support for New Zealand fashion and bringing local talent to the forefront for fashion-savvy women across the country. And with the launch of FQ.CO.NZ, we’re now committed to providing the very best fashion and beauty content 24/7.
Trelise has the ironing covered. Now who’s going to empty the dishwasher?
What does it take to bring New Zealand’s top designers together? Watch our behind-the-scenes video below: