It was a long courtship. The well known seeking the well loved. Refusing their affections for years before finally succumbing. Moving onto greater things together. You’d be mistaken for thinking this sounds like the plot line to the latest book in the Twilight series, when in fact it is the story of LOVER the label. Adored by their fans, the Australian fashion label celebrates a muse of whimsical romance, who also has a darker, more mysterious side.
Lover look book
With humble beginnings selling in local design markets, the news that department store David Jones will be stocking the brand is an exciting, albeit surprising decision. Allegedly courting the label for years, LOVER creators Nic Briand and Susien Chong have turned down the offer many times before. A clever strategy, they have carefully cultivated their boutique label over ten long years, selling in edgy independent stores around the country. Highly sought after for their feminine styling and impeccable lace, it seems a well timed step forward as they journey into their second decade.
2011 RAFW Showing (image via Oracle Fox)
After a long absence from Australian fashion week presentations, this years decision to show their new summer collection at RAFW seems all the more timely. A successful show and beautiful new range means increased exposure, something the label with need if it’s going to succeed within David Jones’ massive designer pool. The signing is a coup for David Jones, who are no doubt still reeling after the loss of two key accounts, Sass & Bide and Fleur Wood, to rival Myer. A highly regarded and long courted Australian label such as LOVER will aim to fill the void left by some of their highest selling brands.
2011 RAFW looks
What can we expect from LOVER at David Jones? As of next month the label will be stocked in seven of their department stores, alongside a range of other newly acquired brands such as Flannel and Carl Kapp. The collection will also feature in the highly anticipated Spring/ Summer David Jones’ fashion show on August 3rd, featuring world class models such as brand ambassador Miranda Kerr. So stayed tuned- only time will tell whether this love story has a happy ending.