5 Minutes with Superette Co-founder Rickie Dee

It’s been a hectic couple of months for Superette director and co-founder Rickie Dee. As the COVID-19 pandemic hit and New Zealand went into lockdown Rickie and her team were not only in the midst of planning Superette’s 18th birthday celebrations but were also busy working on the opening of the eighth Superette store. As the doors to the new Commerical Bay boutique swing open on 10 June, we caught up with Rickie.

What can we expect when the eighth door opens at Commercial Bay?
Our Commerical Bay store has quite a different look and feel to our previous stores but still has elements of our quintessential Superette style. It has an elevated feel with an amazing neon yellow and sage green as heroes of the design combined with raw concrete, timber and chrome features. The product looks incredible in the store and it’s laid out in a way that allows our customers to explore and get creative with different pieces.

How are you planning on celebrating Superette’s 18th birthday?
Our official 18th birthday actually fell within the Level 4 lockdown so it wasn’t quite the birthday we had imagined but a special moment nonetheless. Commercial Bay is our 8th store so to be opening it our 18th year is a really nice way to mark the occasion.

When did your love of fashion begin?
From a young age! I used to love to dress up as a child in crazy get-ups. My kids love to do the same now which is cool to see and so much fun!

What’s the last item of clothing or accessory that you bought?
Alexander Wang Stove Pipe Jeans, Alias Mae Bess Boot, Superette Aspen Puffer and the Lucy Folk
Taco Bracelet.

What’s on your winter wardrobe wish list?
Ooh so many things! Every time I pop into one of the stores I find something else to add on the wishlist. Currently, I am loving our Alexander Wang Ruched Body Con Dress, La Tribe Sheepy Slippers, H Brand Flynn Jumper & Chanel Catwalk book.

H Brand ‘Flynn’ jumper and La Tribe ‘Sheepy’ slippers.

What do you think the biggest fashion trend will be this winter?
This winter we’re seeing a lot of heirloom-inspired jewellery, split-hem pants, sleek suiting, elevated loungewear, logo tees and faux exotic accessories.

What are you reading at the moment?
I’m not reading anything at the moment but I’ve been loving doing Masterclass Classes online. They have some incredible people on there covering all sorts of topics – super inspiring.

What’s the most cherished piece of clothing that you own?
My Anine Bing Moto Leather Jacket, Louis Vuitton Pochette Metis and my engagement ring.

Favourite place to eat currently?
Prego, Blue Breeze Inn and Masu are always top of my list. I also love Ambler in Point Chev, it’s close to home so super easy and the Quinoa Bowl is amazing!


What’s the biggest lesson you’ve learnt in the last few weeks?
How unpredictable life can be! Never in our wildest dreams did we think we would shut all our shops within 48 hours without any real idea of how long they would be closed for. It forced us to step out of our comfort zones, create new and exciting ways to bring Superette to our customers.

What does the future look like for Superette?
We’re always aiming to be better than we were yesterday so for us our focus is on continuing to improve and develop both the Superette and Superette International concepts.

The eight Superette boutique is open at Commerical Bay from 10 June. Shop Superette online here.

What’s On: Point of View Photography Exhibition

Photographers Stephen Tilley and Petra Leary have teamed up to present Point Of View.  As part of the 2020 Auckland Festival of Photography, the pair have curated an exhibition of dramatic imagery that explores their considerations as award-winning visual artists through digital portraiture and documentary aerial photography.

The exhibition includes a dozen haunting images by Stephen Tilley, who is best known for his fashion and portrait photography. Focusing on parts of the body from head to toe, Tilley distils the human form to an aesthetic essence. “Influenced by the chaos and darkness the world found itself in during lockdown, I revisited a polaroid technique that’s been a thread throughout my 20-year career in my personal work,” says Tilley.

Work by Stephen Tilley.

‘To evolve this approach, I explored how digital imagery could be harnessed to achieve similar results as polaroids and I stumbled upon a lighting technique that created an exaggerated dreamlike effect. This technique resonated with me, especially when life felt surreal and mysterious. It introduced a new point of view and allowed me to explore paradigms of life: movement and stillness; lightness and darkness. I found freedom in the
movement of making each image, I found light in the darkness.’

In tandem, Leary explores contemporary craft and technique in a six-image exhibition of awestriking aerial photography. Giving a new perspective to everyday situations and subject matter, Leary goes beyond the obvious by creating imagery with a drone camera. Her strong use of colour and elegant geometric composition are complemented by a perceptive use of light to reshape ordinary settings into the extraordinary.

Work by Petra Leary.

‘In my photography, it’s my goal to take familiar settings – be it an urban street, waterway or landscape – and give people a point of view they wouldn’t usually have,’ says Leary. ‘Getting distance from a subject can bring new insights – elements feel familiar but unexpected narratives emerge from the ground up. I consider everything in composition, from colour harmony to exaggerating shadows and playing with depth of field.’

The Point of View exhibition can be viewed at STUDIO 58, Level 1, 15 Williamson Ave, Grey Lynn between 11am to 3pm and will run until 12 June.