Reflecting on the last year, as an individual, and as part of a wider community and country, 2020 certainly presented us with some extraordinary challenges, but the surprising outcome for me has been the genuinely rewarding learning and growth opportunities that the year has provided. In the 17 years since I launched Juliette Hogan, I have never had such a strong impetus or the opportunity to really step back and make big decision on where we wanted this business and brand to be, and how we were going to evolve to get there.
At Juliette Hogan our focus has always been on thoughtful design using quality materials and craftsmanship to create garments that stand the test of time – a design focus that had begun to feel out of step with the traditional fashion calendar that we were prescribed to.
We listened to new conversations amongst some of the biggest players in the global luxury industry about the detrimental effects to brand, sales and loyalty resulting from this cycle, now out of sync with real-world seasons. This thought-provoking and welcome dialogue resonated strongly with us here at Juliette Hogan and we are excited to begin to action change based on these ideas and to see the positive effect it can have within our industry in New Zealand for designers, retailers, and customers alike.
Reflecting the timeless and enduring design aesthetic of Juliette Hogan, 2021 sees a new approach forgoing the constraints of traditional seasons.
Five collections are launched annually and tied more harmoniously to real seasonal change. Each collection embracing the simple sophistication and everyday luxury synonymous with the brand and intrinsically linked through considered design and an immutable sense of ease and elegance.
Loved shapes and fabrications travel from one collection to the next and are given freshness through thoughtful palette and print updates alongside the subtle yet statement evolution of the Juliette Hogan silhouette.
This new approach heroes the longevity of each Juliette Hogan piece and an appreciation of the ability to build upon our Juliette Hogan wardrobes as we move seamlessly from season to season. Each collection able to stand alone as a comprehensive and cohesive body of work yet grounded with a consideration of both what has been, and what is yet to come.
I welcome you to preview our new Collection 2021.ONE launching in stores and online from the 3rd February. Thanks so much for taking the time to read this and I sincerely welcome your thoughts around the ideas I have touched on. If you do have any feedback please feel free to get in touch. And lastly a big heartfelt thanks to my team whose support and commitment over the last year have been so humbling.
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Juliette