Brand new Australian Plus Size fashion label “Wonderlust” hit the online shelves of The Iconic Curvy yesterday. I was excited to learn more so I had a chat to Claire Primrose from 17 Sundays who is a part of the design team about the range and what we could expect from them in 2013.
What was the driving force behind starting Wonderlust and how was 17 Sundays involved?
“We worked with The Iconic to develop and incept the brand based on the need for a younger quick-to-market line. We presented them with a brand map and strong brand story. Then we worked with them to develop a line and brand exclusive to The Iconic to fill a gap that was missing in their offer to the plus size consumer. The design team at 17 Sundays developed and designed the range in collaboration with The Iconic’s own design team.”
What was the inspiration behind the collection?
“The collection is a piece driven collection inspired by the must-have pieces we are going to see accross the board for A/W13.”
What are your three top picks from the collection and why do we need them this AW13?
1. The Wine Dolman Tee is amazing on, the fabric and fit are just so right.
2. The Floral Bomber, excellent fit made from a luxe twill with an on trend print that will co-ordinate with any look.
3. The Fit and Flare Dress with lace detailing. Just a no brainer, fits like a glove, hugs in all the right places and flares like its from the 70′s.
Why does it come in at a lower price point?
“I think the price is just perfect and that is in no way an indication of the quality. This is a fun easy brand with on trend pieces that you can dress up or down that aren’t going to bankrupt you. We wanted to make sure Wonderlust is carefully price-pointed so as not to exclude the younger consumer. We feel its extremely important that on trend fashion is affordable for everyone.”
How many pieces should we expect in the collection over AW13?
“The full range has been staggered and will drop monthly over the next few months as an opening winter collection to start with but we prefer to keep it tight initially and we will grow it with more sales intel.”
Do you have any real leather pieces or winter coats in the collection that we can look forward to?
“We have our big coats in the next drop and a faux leather moto jacket coming forward. We dont do real leather in Wonderlust becasue of the price point.”
Why did you choose the name Wonderlust?
“We brainstormed a short list of names and The Iconic actually chose the final name. It’s a play on wanderlust (meaning: a strong desire for or impulse to wander or travel and explore the world.) and we all felt it was perfect for our customer.”
I’m keen to get my hands on the Floral Bomber, The Fit & Flare Dress and the Spliced Leggings. These are just the first eight items to go live in the collection with more pieces to come in the following weeks so keep your eyes peeled. Don’t forget to check out the rest of the Curvy range on the Iconic with new Autumn and Winter pieces dropping daily oh and um, maybe you should have a look at The Iconic Magazine (page 66-68) that also came out this week… I’m in it!