In a first for New Zealand Fashion Week, buggies sashayed the runway on Sunday as part of the annual Mum and Kids Show
A crowd of 600 at New Zealand Fashion Week saw phil&teds mod roll down the catwalk to the tunes of renowned Kiwi artist, Anika Moa.
Jane Hills, textile designer for the award-winning juvenile brand, says the event – celebrating its third year – highlighted where luxury fashion meets nursery.
“Purchasing a buggy is no longer just about practicality, with many parents looking to retain a sense of self through style.
“My goal is to really push the boundaries and revolutionise the fabrics and prints for the brand – ensuring our products are fashion forward and appeal to a wide audience, both female and male.”
Hills says fabric inspiration for phil&teds’ mod prints are derived from the classic modernist art movement, and the likes of Mondrian.
“While classic modernism works consist of regular geometric shapes and lines that all match up, our mod buggy designs are juxtaposed with mismatching lines and shapes – staying quirky and fun – true to the phil&teds brand.”
Hills says the buggy is a great example of function and aesthetics working hand in hand.
“Technology and tools are great for design, yet creating an identifiable style is about being unique whilst remaining true to the heritage of a brand.”
With a background working in fashion and interiors, Hills believes working with buggy fabrics is much like working on a fashion garment.
Similarly to clothing lines, colour inspiration is often drawn from Paris’ renowned Premiere Vision and Textile View colour forecasting.
“Together with global trend ideas from international high end luxury brands, we create mood boards for colour and concept development. From here, visions quickly become a reality.”
Coco Chanel famously once said, ‘fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.’
“Buggies make a fashion statement in their own right, but more than that, they empower parents to adapt & survive and retain a sense of self. Allowing parents to continuing doing what they’ve always done – shop, lunch and run – in style,” Hills says.
Mum and Kids Show presented by Little Treasures – as part of New Zealand Fashion Week – was held on Sunday 3 September 2017 at the ANZ Viaduct Events Centre.