edition AUTUMN / WINTER COLLECTIONS 2010
are you ready for a
change of a-dress?
weather the storm in style
shoes & bags that go beyond
degrees of separation째 fashion forward separates
hard & soft
spice up your sensibles
follow us into WInter the seasons come and go but who you are and how you edit your look is always front of mind. we have created ‘edition’ to give you more than just a ‘look book’, so we can really share our collection with you. the autumn/winter collection is fresh and modern, seeking the perfect blend of feminine and masculine. shapes may move of their own free will or fit like a glove. following seasons of bold brights, colour for winter is softer and more muted, with shades of olive and blue to lift the mood. red makes a strong cameo appearance and black, as always at moochi, takes centre stage. big fashion hits come more from the fabrications, like leather and denim, which contrast perfectly with soft shaded chiffons, lace cut outs and merinos. stripes feature on boyish tees and sexy knitwear, while prints are abstract and soft, it is more about the colour and mood than any particular pattern. beaded embellishments transform woven sweatshirts and shapely shell tops into a statement of modern content. accessories have never been more covetable. with a line up of shoes and bags that will have you happy to beg, borrow or steal for… trust us. so, take a moment, follow us into winter...
enjoy being in 02
designed, made and sold exclusively through moochi stores so you can feel special â€“ treat your look.
like if you would oled shoes s r the special lea r, we recommend you ve re fo t s putable to la sole at a re et stuff r e b b ru a d w ad n they get cobbler. wheewspaper and leave in them with n place to dry slowly, a warm, dry front of the not in heater.
01 cut out heel, black, $399.99 02 brogue, black, $449.99 03 fold clutch, black, red, cream, tan, silver, $259.99 04 best friend clutch, black, red, cream, silver, tan, vintage black, $149.99 05 quilted ankle boot, grey, $449.99 06 quilted ballet ďŹ‚at, black, $199.99 07 molly belt, black, brown, vintage black $149.99 08 two tone lace up, black, $399.99 09 libby stud bag, black, silver, vintage black, cream, brown, $399.99 10 cuffed bootie, black, $499.99
morgan dress, black, navy, $269.99 julie dress, khaki cotton $249.99, navy merino $299.99
out feeling ever walked d looking like ive fab and arr vacuum packed??!! n n whe e e b you have an rear it's ugly head uffer c s u g n yo li static c ynthetic fibres. if e more you wear s lingy affliction, choos scose from this c er layers, like our vi natural und r put your clothes in and neve try anti static the drier, rays. sp
blair dress, green print, pink print, $319.99
carolyn dress, black, lilac print, $299.99
enjoy being in 04
change of a-dress
the new dress shape shows the waist and can be either ďŹ‚irty or narrow to the hem.
one of the biggest looks is the sleeved dress. while we are still showing slips and tee dresses with frills, drapes and panelling because we know they work for everyone, this collection sees the addition of tailored dress shapes as part of a new grown up sexiness, ideal for both day and night. lengths have been considered and they range from super short to around the knee. all dresses work with tights to elongate the leg and many look great with a skinny leg pant. there is something for everyone from miss fashion to the busy mum!!!
01 long sleeve wham dress, blue, charcoal, $249.99 02 christy dress, black, navy, $299.99 03 tia dress, black, $399.99 04 rhea dress, black $279.99, blue $259.99 05 samantha dress, black, $299.99 06 emily dress, red, charcoal, $269.99 07 jenny dress, lilac, $299.99 08 daria dress, white, stripe, $219.99 09 naomi slip, nude $269.99, blue $249.99, red $199.99, black $229.99 10 isabella dress, black, white, $329.99 11 melanie dress, navy, black, $329.99 12 jessie dress, black $269.99, nude $299.99
dolly jacket, blue, $329.99
blair dress, green and pink, $319.99
jane blazer, charcoal wool $429.99 navy polished wool $399.99
leah blazer, black $399.99
toughen your look
piper leather jacket, black $689.99
Weather the storm
enjoy being in 06
lucy coat, charcoal italian wool, $649.99
military tail coat
sarah coat, black wool, $599.99
lizzy parka, charcoal and khaki, $399.99
the autumn winter season can be a steamy 28ยบ down to a chilling 3ยบ. the line up of jackets and coats offer key looks to suit your geography.
separation째 degrees of
> "stripes add effortless chic"
anna long skirt, black, $239.99
"beaded detailings takes simplistic tops beyond cool"
billie leather skirt, black, $429.99
> claudia skirt, black, $219.99
anna skirt, black, grey, $219.99
"a soft take on the new attention to shoulders"
billie skirt, blue, $239.99
jem skirt, black/navy, nude, $249.99
separates make up such an important part of any wardrobe. look for shapes that suit your body and learn to get the balance right between voluminous and skinny proportions. working your separates can make your wardrobe seem so much bigger!
skirts there is nothing more sexy than a pencil leather skirt, more flirty than a sequined tutu, and more alluring than a woman who knows her style. find yours in our line up.
anna pant, black, $249.99
pants the new crop, the slouchy taper, the crotchy tight, the skinny leg. we are super excited about sharing our pants line up with you.
sidney pant, black, $279.99
"from day to night time this top will be your friend"
erin leather pant, black, $689.99
susie pant, black, $189.99
anna pant, grey, $249.99
"feminine layers work great with cropped cotton legs"
rose pant, charcoal, khaki, $199.99
> "sportswear brings a new cool to the season"
"the long and the short of it"
the inside line it is worth being local... when you make a purchase we can sign you up to be local. this means you hear what is happening
our online store is coming… slowly but surely!!
in store first by email, so you don’t miss out on your next new favourite piece, as the new arrivals arrive in store! we will give you a $50 credit on your local account for every $500 you spend, to use on your next purchase. with a collection like this, your credit will come around so fast!! keep an eye... we run the most insanely great promotions, where we release new limited collections, offering a gift with
did you know...
purchase that bursts with valuable things for you to enjoy, not just silly things to throw away, from brands you love like Schwarzkopf, Elle MacPherson Intimates, Dermalogica and QVS plus the best make up advice from M.A.C. she works hard for her money... we
anna pant grey $249.99
know if you are going to part with hard earned money, you want it to be on something you will get value from. we are happy to assess any moochi piece which has not lived up to your expectations within our generous 6 month guarantee on faulty workmanship, with a receipt as proof of purchase. (please remember
We Wash test every fabric we use and if there is shrinkage we pre-wash it, so you don't have to endure the pain of a shorter garment!
"we think everyone will love these with their slouchy fit & elasticated waist".
We create our complete seasonal collections twice a year and then we deliver new product in almost every week, based on what is hot. we listen to your colour and fabrication requests and are continuously trying to improve what we do for you.
that some pieces are more durable than others by the nature of their fabrication, silk is not going to wear like a cotton drill!!) good old fashioned service… can’t make it in store but really want to try something on? good news we offer you an appro service, which means you can call a store and they can send a care package to you!! for more details please call a store. you can also still do lay-by at moochi. our terms are 30% deposit with full payment within 4 weeks. secure your winter pieces before they sell out!!
be a winner! all of this can be yours! with any purchases made until the end of march 2010 - valued at $1300 conditions the judges decision will be final. competition ends 31st march 2010, winner will be notified via contact details provided. by providing your details you accept that moochi will contact you with further promotional material. your privacy is paramount and under no circumstances will your details be privy to a third party. gift is not transferable for cash, credit or exchange. other conditions apply.
enjoy being in 08
rebecca dress green, black $249.99
lizzy parka, khaki, $399.99 susie pant, black, $189.99 brogue, black, $449.99
jamie tee, leopard $169.99, erin leather pant, black, $689.99 libby stud bag, black, $399.99, quilted ankle boot, grey, $449.99
jamie tee, khaki, $139.99 rose pant, khaki, $199.99 quilted ankle boot, $449.99
julie dress, khaki, $249.99, woolly scood, grey marle, $149.99
shade of the season let others go green with envy as you add olive shades to your wardrobe. use prints, textures and stripes to freshen your look.
olive is a great shade to wear for all
skin tones and hair colours. it works back with wardrobes of greys, blacks and naturals
black & an interview with the moochi design team kellie you started moochi nearly a decade ago and have been designing for the label ever since, how long have you been working on the label penny? penny four years, how time has flown by!
how has the label changed over the years?
kellie like all things it has grown up! we were much more specifically lifestyle based when we started, fabrics were more utilitarian, cotton drills and denim were a big part of the collection. now we still do these things but we have lots of silk and sequins too. the brand has emerged as one that creates collections that solve wardrobe issues for women of all ages and sizes from one end of nz to the other.
kellie taylor (left), penny holmes (right)
what is your favourite look this season?
can you describe how each other’s wardrobe looks?
kellie for me, i am desperate to get a pair of our sidney pants (pg 7) and wear them with the striped beaded stacey sweater (as above on penny), it’s grown up sportswear, i love it!!! i am also excited to see us showing waistlines and how they contrast with shoulder details, like the blair dress (pg 4)… and the addition of hand beaded pieces... oh and the leather skirt (pg 7) is to die for…
penny three words, black, grey and white! – but still full of some very special treats kell has picked up on her travels! kellie the complete opposite of mine!!! pen is very clever with colour and prints, she loves animal influences and sequins too.
so, your style is not cut from the same cloth, how do you come together to agree on a collection?
penny i am loving the oversized parker jackets (pg 9), they are so fun to team back with all the pretty dresses.
penny it’s a process of give and take… kell and i often see things in such different ways, which i think is what makes each collection so versatile. we discuss the different ways each piece can be worn, and who would wear it. however, if we both happen to love the same thing and totally agree we know we are usually on to a total winner!
how do you dress for work?
penny this totally depends on my mood, some days it's a pair of killer heels and a dress, others i just want to wear my chucks and a pair of our casual crotchy pants or tights.
if you could dress one another for a week what would be the biggest changes you would love to make?
kellie it used to be all dresses, dresses, dresses, then it was all pants, pants, pants, now i am going to try and mix it up, there are so many great pieces i am dying to wear, like the melanie shirt (pg 11) and melanie dress (pg 5). i will have fun styling the military tail coat (pg 6) with skinny pants, maybe even the leather ones!! i love heels but not for work, so i will be all about our brogue, with their slight heel they are up enough, but they will not slow me down.
penny ooohhh i would put kellie in prints and colour... printed colour even!
kellie funny! i would love to do this for real…pen doesn’t like fitted clothing, yet she looks amazing when she shows her shape, i would like her to go a week in some of this winters more fitted frocks. i would even make her wear coats (if it was a cold week), despite the fact she feels burdened by their weight!’.
how do you dress on weekends?
kellie hair up in a braid and a tailored look as it is contrast to her natural modern boho look. we had a coat dress a couple of years back and it was a classic dior shape, nipped in at the waist, she looked like an angel in it!!
kellie i can't wait to wear the oversized daria shirt (pg 5). i have kids and really love to be able to get in the mix with them, so sportswear styling totally works for me. we have done the best crotchy knit pant (pg 7) which will no doubt go from me to the washing machine and back to me all winter long. i will reach for the lizzy parka every time i leave the house.
you love it when kellie wears her…
what piece from this collection would you go hungry for?
you love it when penny wears her…..
penny erin leather pant (pg 11) for sure!! we only made 20 pairs and i am desperate for them.
penny maddy jumpsuit from our last dress week collection, it suits her so much and kell manages to dress it up with heels and down with a pair of chucks, it's a great look.
kellie the samantha top in cream (pg 7), i will feel so 'me' in this!!
if you could add a new product line what would you most love it to be?
can you pick what will be the customers’ favourite pieces this season?
penny now that we have done shoes and bags (these were always number one on my list), i would love to do a resort or swimwear line.
penny i hope it's the piper leather jacket (pg 6) and the anna pant (pg 8).... i mean who could resist?
enjoy being in 10
hard & soft
cold days need not be the end of the fashion fun. add sexy leather, feminine chiffon, hand crafted beading and lace cut outs to your 'sensibles', for outfits that will warm your heart.
01 molly belt, black, brown, vintage black, $149.99 02 erin leather pant, black, $689.99 03 isabella dress, cream, black, $329.99 04 jem skirt, black, nude, $249.99 05 mega chain, gunmetal, $129.99 06 zip clutch, black, $249.99 07 melanie blouse, cream, black, $229.99 08 cut out heel, black, $399.99 09 'greer' by obsidian elle mac pherson intimates, bra $120.00, knickers $55.00 10 alanna leather vest, black, $379.99
jessie top, black, $199.99, spliced slim pins, black/navy, $129.99, cuffed bootie, black, $499.99
moochi makes me... moochi lovers wearing new winter looks, share their thoughts
susie drummond brand manager 42 below
ingrid vink freelance personal stylist
tanya mackisack red bull consumer collecting manager
amanda betts director red 11 models
gina morrissey model red 11
so you have seen the new collection, which are the must have pieces for you?
does your job affect your buying choices?
fashion tip for the season?
what is it you most like about moochi?
yes, i buy more jackets to look tidy and professional.
my new year's resolution is to wear colour a couple of times a week so yes, less black, not sure how this will work for me but i'm giving it a go!
i love that moochi takes you from day to night, casual to sexy, fits to all ages, shapes & sizes... without breaking the bank account! i am huge in the boobs, have a bit of a barrel body and skinny legs. moochi means i can highlight and disguise without stress. all that is imperative when the body ain't perfect no more!
so you have seen the new collection, which are the must have pieces for you?
the leather jacket that i can wear from day to night, the shiny black tights and all of the dresses that you can wear with boots or heels!
it is important to be comfortable in what you are wearing, and buy wisely…
what is it you most like about moochi?
what is it you most like about moochi?
each season i want everything which is probably the only brand i could say that about. the clothes are stylish and trendy but remain comfy and practical. the ranges always include great colours and it’s not always black, black and more black! does your job effect your buying choices? I like to buy clothes that I can wear straight from work to out at night so lots of dresses and pretty tops to wear with jeans or shorts.
fashion tip for the season?
that it is easy, the label is always understated and there is a vast selection of layering pieces. i love that the wearer is able to put their own spin on each collection. what makes winter work for you fashion wise? to me, winter is fashion! i love working with layers and fabrics. i am also fond of winter treats like coats and boots.
what is it you most like about moochi? every time you walk into your local moochi store you know that there will be something you like, which becomes a favourite for the season! so you have seen the new collection, which are the must have pieces for you? i love the new winter range. my favourite pieces would be the 'naomi slip' and the 'morgan dress', along with the must have black leather skirt, to rock out this winter. hmmm maybe a pair of leather pants too!
enjoy being in 12
so you have seen the new collection, which are the must have pieces for you? ok, the leather pants are right at the top of my list. i am obsessed with them. even though i am 41, i may as well take advantage of my best bits while i can still get away with it. not only that but i can wear things over them as well!
the leather pants, cropped leopard print sheer top, the tights that are half blue and half black, the cuffed bootie. what is it you most like about moochi? i like how ALL of the pieces are wearable and fashion forward!! there’s nothing I wouldn’t wear in the new collection and the clothes range from sophisticated chic to rock ‘n’ roll. fashion tip for the season? get yourself a pair of outrageously cool shoes!! what makes winter work for you fashion wise? wearing merino underlays helps with the cold and is a way to avoid looking like a potato sack with too many layers of clothing on!
"the 'scood', a classic moochi must have"
hand knitted goodness
superfine antipill merino
woolly scood, black, grey marle, $149.99
"bold stripes for 'school boy' chic"
phoebe sweater, grey marle/black, grey marle/camel, $249.99
karen cardi black, grey marle $329.99
kerry cardi black, grey marle $249.99
megan sweater grey marle $189.99 black $179.99
what would be the point of winter if there wasnâ€™t great knitwear? tunics, cardigans, sweaters and vests are comfortable in bold stripes, sequined yarn and chunky hand knits. merinos are anti-pill treated and mohair wool mixes are soft and sexy. details are draped, wrapped and gathered. woolly beanie black and grey marle $89.99
ashley cardi, grey marle, khaki, $269.99
don't be without...
a stitch in time... so, you buy a new piece of knitwear and then wash time comes around. how you care for this piece will ultimately show. we recommend 'eco store wool wash' because your sweater likes it, your body likes it and our earth likes it!!! once your garment is clean, lay it flat to dry so it does not stretch out of shape, not in the sun. over an old towel, on a heated towel rail works a treat too (make sure sleeves are not left hanging though). never tumble dry your knits, ever. iron with steam on a wool setting. dry cleaning is a good option too, so long as your drycleaner is fabulous!!! follow the care label carefully!!!
a long line sweater or short dress?...you choose
serena sweater red, grey marle $279.99
jerry tee, white, black, $149.99, moochi necklaces priced from $99.99
enjoy being in 14
01 jerry tee black, white $149.99 02 cami slip black, white $99.99 03 cate cami black, white $79.99 04 skivvy dress black $169.99 05 helena sweat grey marle $249.99
Underneath it all
behind every great man there has to be a great woman... underneath every great outfit there has to be great basics.
our 'bread and butter' collection in viscose lycra and/or merino takes away the challenges of cold, sheer and clingy fabrics and offers you confidence in exchange. at moochi we dress from the inside out and it shows! these pieces will change your life, you should own them all.
06 cate slip black, white $99.99 07 long sleeved arc tee black, white $149.99 08 slim pins black, grey marle $119.99 09 lengthy slip black, cream $179.99
moochi stores moochi corner cnr high st / vulcan lane auckland city 09 373 9823 firstname.lastname@example.org
moochi refinery cnr teed / osborne st newmarket 09 523 4640 email@example.com
moochi undercover the milford centre north shore 09 486 1060 firstname.lastname@example.org
moochi ward 25 ward street hamilton 07 838 0103 email@example.com
moochi light capsule 21 devonport road tauranga 07 571 1300 firstname.lastname@example.org
moochi lane 111 customhouse quay wellington 04 499 3789 email@example.com
moochi inn 152 high street christchurch 03 943 3007 firstname.lastname@example.org
moochi design pod 15 hargreaves street ponsonby 09 358 2138 email@example.com
moochi pr penny holmes firstname.lastname@example.org kellie taylor email@example.com
to view more visit moochi.co.nz
a special thanks to our good friends at
graphic design by