Introducing Sam Stretton Q&A Black collection

The launch of Annah Stretton BLACK label in July 2015 not only marks the beginning of a new design direction for The Stretton Group, but also a new design collaboration

between Annah and her daughter Sam.

Appropriately titled Good Chemistry, the collaboration is both symbolic and a natural evolution for the girl that has been surrounded by a world of fashion design,

manufacturing and retailing her entire life.

A self-confessed Mickey Mouse apparel fan, it’s obvious that Sam has inherited both her mother’s creativity and her brain for business when she responds to a question about

the best advice she has ever been given as a designer with “Fashion is 80% about business and 20% about creative input”.

Follow the direction of the Annah Stretton BLACK label to see Sam begin to make her mark on the world of fashion.

Annah Stretton Black Label will be available online and in selected Annah Stretton Stores from July 2015.

InTroduCInG

SAm Stretton

Stretton Clothing Co. Ltd Corner Thames St & Marshall, Morrinsville 3300 Po Box 65, Morrinsville 3340P: +64 7 889 4053 F: +64 7 889 4058 E: [email protected] W: annahstretton.com

BLACK, a new design direction for The Stretton Group, represents a marked difference from the drama, colour and frippery for which they have become known over the last

23 years. This polar opposite effect is intentional as Black is targeting a different part of the market, a different style of dresser.

BLACK is simplistic, streamlined, and fashion forward, with just a hint of understated sophistication. It is targeting the independent , driven woman, who knows what looks great on her and is very comfortable arranging garments and accessories to create her

own signature style.

The launch of BLACK also marks the beginning of a design collaboration between Annah Stretton and her daughter Sam, and explains the reason for the title given to

the collection – ‘Good Chemistry.’

The collection’s beautiful, soft colour palette and simple, clean style blocks allow lots of room for the wearer to stamp their own mark on the clothing. The fabric selection

and timeless shapes also talk to the new direction in style for the Stretton Black label.

BACkGround on AnnAH STrETTon

BLACK LABEL & Good CHEMISTry

CoLLECTIon


Part One: Sam’s involvement in the Good Chemistry Collection Good Chemistry marks the first design collaboration project between you and your mother, what motivated the decision to team up?

Ironically, it was almost serendipitous, as I was back in nZ and wanting to become more involved. Mum/the company was going through a rebranding process with the new Annah Stretton Pink and Black labels so it was incredibly timely for me to have input that truly reflected a new direction for the brand. And why now?

After 20+ years of working alongside Mum and being involved at all sort of levels in many projects, it just feels like a natural choice for me to take up some of the ownership through the design process. Why is it a natural transition for you?

Because fashion is well and truly in my blood. This will be my journey for a large part of my life, and I love working alongside mum.

How did the collaboration process unfold?

It was simply timely to get involved at this level given that I was home and working with Mum. We were also looking to set a direction that was more aligned with my design ethos as part of the future vision for the company. What was your primary role in this collection?

I have pretty much been involved with the design team from the get go, where we have selected the designs and fabrics, checked the fits, and styled the collection for the look book shoot. Do you see the collaboration continuing? If so, how do you see it developing going forward?

Definitely, as I gain a better understanding of the brand direction and our customer. I would love to introduce our brand to a new generation and a broader customer base. This label has been 24 years in the making and is well known for its colour and feminine styling - the brand has seen some incredible change to the styling direction that I know will appeal to so many more women.

Q&A


WITH SAM STrETTon

Part Two: Sam Stretton – The Journey So Far Is this your first foray into design? If not, what else have you done in this space?

In support of Mum’s incredible new charitable initiative where she has been working with women from socially disadvantaged demographics, I co-designed a small collection to support this work. This was the rAW collection that we sold through the website just over a year ago. When did you first get interested in fashion design?

I always have been surrounded by clothes and creativity. I have grown up with Mum in the fashion industry and it’s all I have ever known - a world of samples, patterns, fabrics and colourful retro home environments ... so it’s got to be in my blood. Have you done any formal training/apprenticeships?

I have a B.Com majoring in Marketing and Communications from otago and then looked to pursue a Fashion degree at the otago Polytechnic but ended up leaving after a year with a certificate. I wanted to get into the industry and use my degree,

which lead me to being a footwear buyer at the Warehouse. Is there a particular part of the design process that you enjoy the most?

The planning and the conception; working with a theme and bringing this to life through fabric styling and accessories. How would you describe your design philosophy?

Less is definitely more, and Mickey Mouse attire is appropriate for any occasion. As a designer, who or what inspires you?

The fashion from the 60s/70s, and at the moment the 90s too. I loved what Moschino did with their iconography to American brands like Mcdonald, and are now doing with the Looney tunes. What labels do you love to wear? Why?

They only label I wear religiously are my dr denim jeans - otherwise my wardrobe is made up of vintage Mickey Mouse pieces (I wear a Mickey piece everyday.) I am a big fan and wearer of my op shop finds.

Q&A


WITH SAM STrETTon

What’s the best advice you have ever been given as a designer?

Fashion is 80% about the business and 20% about the creative input - I know that survival for me will be ensuring I keep an eye on the bottom line. How would you describe New Zealanders’ attitude towards fashion? How would you like to influence that? I don’t know if I want to influence it, it’s more about targeting a set audience based on my design ideas and interpretation - the global platforms we all shop to now, especially my generation, gives us a lot of choice. So within the confines of my creative energy I will always be mindful that I have to sell the styles to survive. How much did your mother’s career influence your decision to move into fashion and design?

It has been a huge influence in my life - it was always something I enjoyed and then one day it just clicked - I am going to be in fashion one way or another for the rest of my life.

Tells us about what have you been doing up until now?

Travelling the world and stalking Harry Styles have been some of my favourite things to do so far.

Annah talks about you as her ultimate successor to the helm of the Stretton Group, what plans do you have for joining the business full time?

I am planning a hiatus with an Australasian company to broaden my knowledge and experience before I come back into the company full time. What sort of mark do you hope to make on the business?

Continuation - with a wider range of products, with a broader market appeal but still remaining true to our loyal customers. What excites you most about where the business could go?

The connection with Mum and working with her, and taking advantage of all her learning, knowledge and wisdom.

Q&A


WITH SAM STrETTon

Introducing Sam Stretton Q&A Black collection

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