The Doors to Auckland’s Hottest Fashion Destination Have Opened

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 store’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 Paris’ 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 I’ll be living in the Rough Studios Miley Shirt, Philippe Model Tropez Sneakers, the Loewe Filipa 40001’s and the seriously amazing RtA Prince Skinny Crop pants.

Are there any particular brands that New Zealanders are unfamiliar with that you’re particularly excited about launching into the market?

Our wide customer database is definitely reflected in the brands we’ve chosen, we always want to have something for everyone. Lots of the brands we’ve chosen are really tiny boutique brands that are quite unfamiliar to the New Zealand market, it’s been amazing to discover these brands and deal directly with the person behind the brand as more often than not they’re a one-man band or only have a very small team.

We are currently obsessed with Justine Clenquet’s 80s punk-inspired jewellery, Rough Studio’s amazing prints, bags and graphic tees and Samsoe & Samsoe’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 we’ve had in mind for a while such as by-appointment stylist sessions. We’re really committed to harnessing innovation to elevate the shopping experience and as a result, we’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 we’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, I’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. 

Balayage Has Been Reinvented – Here’s Why You Need to Try the New Service

If you thought balayage was for the summer months only then it’s time to think again as Rodney Wayne and L’Oréal Professionnel have just launched a new must-try balayage service that is perfect for reinventing your tresses this coming winter. 

Drawing on timeless Parisian glamour and L’Oréal Professionnel’s French heritage, the new in-salon service, aptly named French Balayage, combines the sought-after balayage trend with a gloss service which is guaranteed to leave locks more lustrous than ever before. The two-step French lightening technique will not only give you the balayage effect you are after but the unique French gloss means that the finish is a beautiful, luminous colour. 

The second step of the service, the French Gloss toner, comes in a covetable customisable range of milkshake-inspired shades which your Rodney Wayne colourist can custom mix to find your perfect shade. Fourteen unique shades are available and each infuses hair with serious shine. And it gets better: the toning service takes just five to 10 minutes – half the time of a standard toning service – which means you’ll have more time to enjoy your new French Balayage. 

Visit to find out more and to book an appointment at your nearest salon.