Auckland fashion institution, Superette, now has a very fancy new sister: Superette International. The concept store, which is packed with plenty of covetable brands which up until now would have involved a plane trip to get your hands on, opened last week in Newmarket. MiNDFOOD STYLE spoke to Superette co-founder Rickie Dee about the new store that’s set to change the local fashion scene.
Where did the inspiration to launch Superette International come from?
We created Superette International as a way of expanding our current brand family and providing our customers with access to even more amazing designers from around the world. The idea of collaborating with and building up brands is something that has always been exciting and inspiring for us over the past 17 years.
When Superette first started we brought a lot of designers to New Zealand for the first time, some of which have grown alongside Superette and have transformed from tiny boutique brands into household names. Whilst developing Superette International, this has been a real driving factor for us as we are so passionate about it. Discovering new talent and fresh, exciting brands acts as the bones of Superette International, extending from the storeâ€™s location to the design, brands and experiences provided in store and online.
How will Superette International differ to the Superette experience we already know and love?
Our current Superette stores are primarily filled with amazing designers from within Australasia, Superette International was created as a way to extend this further with a focus on brands from further afar. With everything coming from distant corners of the globe, Superette International comprises of top-tier established designers alongside some amazing emerging brands. Superette International is designed to complement our existing mix, but will create a sense of discovery akin to shopping the back streets of Parisâ€™ Marais or Soho in New York,
where up and coming designers sit alongside more established luxury brands.
What pieces will you be wearing from Superette International this winter?
This winter Iâ€™ll be living in the Rough Studios Miley Shirt, Philippe Model Tropez Sneakers, the Loewe Filipa 40001â€™s and the seriously amazing RtA Prince Skinny Crop pants.
Are there any particular brands that New Zealanders are unfamiliar with that youâ€™re particularly excited about launching into the market?
Our wide customer database is definitely reflected in the brands weâ€™ve chosen, we always want to have something for everyone. Lots of the brands weâ€™ve chosen are really tiny boutique brands that are quite unfamiliar to the New Zealand market, itâ€™s been amazing to discover these brands and deal directly with the person behind the brand as more often than not theyâ€™re a one-man band or only have a very small team.
We are currently obsessed with Justine Clenquetâ€™s 80s punk-inspired jewellery, Rough Studioâ€™s amazing prints, bags and graphic tees and Samsoe & Samsoeâ€™s relaxed yet polished menswear.
Can you tell me a little bit about the bespoke styling service that you will be offering?
Superette International presented us with an opportunity to offer our customers some unique experiences that weâ€™ve had in mind for a while such as by-appointment stylist sessions. Weâ€™re really committed to harnessing innovation to elevate the shopping experience and as a result, weâ€™ve created a totally personalised service to make the lives of our customers easier. Customers are able to book appointments with one of six in-house stylists who best matches their aesthetic and is totally devoted to finding them exactly what they need. As we continue to strive to redefine retail weâ€™ve also created an online version of this service that delivers a curated range to some of our customers based outside of Auckland.
What are your top winter styling tips?
I’m loving colour this winter season to brighten up those dull days. A statement wide leg pant with a cami and a biker jacket will be my go-to this winter. Distressed denim with a fresh white tee is a look that can do no wrong. Complete this with a statement belt and a dressy sneaker. Leopard is a print that can do no wrong, Iâ€™ve always been a fan. However, to ensure it is not overdone I always tone it back with a block colour.
Superette International is open now at 8 Kent Street.