Apparel Magazine | May 2025 by Review Publishing Ltd

Be Nimble, Responsive & Ready to Change

The closure of Smith & Caughey’s has struck a chord throughout the retail industry.

As New Zealand’s most iconic department store, its departure is more than the loss of a business; it represents the end of an era in our retail landscape.

While many will point to Auckland’s ongoing roadworks, rising costs, and the shift to online shopping as the cause, these are just part of the picture. The real issue runs deeper.

Over the past decade, consumer behaviour has transformed. Shoppers are more digitally engaged, experiencefocused, and value-driven. They no longer visit stores just for what is on the shelves; they want to feel a connection, to be recognised, and to enjoy the process. Retailers who rely on legacy alone are finding it increasingly hard to stay relevant.

At the same time, the current economic climate leaves little room for complacency. With tight margins, rising operational costs, and shifting demand, businesses need to be agile. They must move like speedboats, nimble, responsive, and ready to change course quickly, not the Titanic, slow to understand what was happening and unable to turn in time. Reinvention is not optional; it is essential.

Smith & Caughey’s showed, time and

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again, that it could draw a crowd. The Christmas windows and Santa photos brought thousands through the doors. Disrupted streets and tricky parking did not stop the magic then. The question is, why was that energy not carried throughout the year? The potential was there; it just was not scaled or sustained.

This was a store with every advantage: heritage, prime location, and a loyal customer base. But being iconic is not something you achieve once; it is something you continually work for. Relevance must be earned, not assumed. Internationally, the challenges facing Smith & Caughey’s are not unique. In the United States, Neiman Marcus filed for bankruptcy in 2020, citing declining foot traffic and the burden of long-term debt. Macy’s, once the cornerstone of American department store retail, has been closing dozens of stores in recent years and is now shifting towards smaller-format locations and digitalfirst strategies.

In contrast, Harrods in London provides a compelling example of how a heritage brand can evolve. Despite a challenging retail environment, Harrods has remained profitable by doubling down on personalised luxury, investing heavily in store renovations, and integrating digital experiences without losing the magic of in-person service. Its

in-store food halls, luxury spa offerings, and tailored VIP services show that physical retail can thrive when it delivers what online shopping cannot: immersive, exclusive, and highly memorable experiences. Harrods also benefits from understanding the lifetime value of its customers and ensuring that data and service work hand in hand to keep them coming back.

The comparison with David Jones is timely. Every time you make a purchase, you are asked if you are a member, yet membership offers no tangible benefit. Staff cannot see your purchase history, and there is no tailored follow-up. Imagine if, after buying foundation, you received a timely reminder and an offer just before it was due to run out. That is not revolutionary; it is basic, smart retail. Personalisation has been at the core of effective marketing for years. Pet food brands, for example, do it well. My dog receives emails and mail addressed to him, with product suggestions, samples, and seasonal offers. It is a bit cutesy, yes, but it works. I buy the treats. I think, actually, yes, he would like that. And maybe it is time for a new bed.

Smith & Caughey’s, like Apparel, had the resilience and institutional standing to endure for decades. But the ability to adapt, to recognise and respond to changing expectations, is what ultimately determines longevity.

As we farewell this retail institution, we should not only focus on what has been lost. We should look to what was possible, and to the lessons that remain clear. Retail today is about creating experiences that matter, building relationships that last, and staying agile enough to meet customers where they are, before someone else does.

GRAPHIC DESIGN TEAM Tania Walters Kieran Mitchell Caitlan Mitchell

Sarah Mitchell

Caroline Boe, Daniel Rogers, Irene O'Neill

Sam Francks, Jenelle Sequeira

Raymund Sarmiento, Raymund Santos

EMILY IN PARIS INSPIRES CANTERMELON

Cantermelon is 100 percent New Zealand-owned, and its social ethos supports independent publishing in New Zealand.

It was launched in 2023 after founder Emily Makere Broadmore discovered resin link phone chains in Paris and Europe. During her visit, she kept seeing what she thought were tiny, chic handbags on the streets of Paris. After awkward enquiries in limited French, she soon realised these decorative strappy sautoirs were resin cellphone chains, worn instead of a handbag, worn cross-body or dangled from the wrist, allowing you to be hands-free.

NZFW FUTURE OF FASHION SHOWCASE

As New Zealand Fashion Week 2025 (NZFW) continues to evolve, a new era will begin with the launch of The Future of Fashion Showcase.

The Future of Fashion Showcase is a unique initiative designed to elevate New Zealand fashion brands ready to take the next significant step in their business journey.

Previously known as the Next Gen show, this reimagined concept reflected NZFW’s commitment to long-term designer support and industry impact.

The Future of Fashion Showcase has been tailored for brands with over three years in business that demonstrate strong potential for commercial success and a readiness to scale. READ THE FULL STORY ONLINE

SLIM & SMART DYSON PENCILVAC

Dyson has just unveiled the new Dyson PencilVaC, the world’s slimmest vacuum.

Measuring only 38mm in diameter, or about the size of a 20-cent coin, the PencilVac is Dyson’s most compact cordless model to date, making it ideal for small apartments, busy homes, or anyone looking to save space and reduce clutter.

Set to arrive in New Zealand soon, the PencilVac pairs a minimalist form with powerful new tech, including Dyson’s smallest and fastest Hyperdymium motor, a hair-detangling Fluffycones cleaner head, and a new no-touch dust bin ejection system that makes cleaning more efficient and hygienic than ever before.

READ THE FULL STORY ONLINE

JOCKEY NAMES MITCHDOWD NEW LICENSEE

Jockey International, Inc. (Jockey) announced today that it has named Mitchdowd its new licensee for New Zealand in a multi-year license. Mitchdowd brings a deep and intrinsic understanding of the Jockey brand, providing a seamless transition for clients and customers.

READ

NORSEWEAR, REPORTING FOR DUTY

The secret's out! After rigorous testing alongside some of the world's best, Norsewear won the NZ Defence Force contract as its official sock supplier. For over 60 years, Norsewear has been making the finest woollen socks, gloves, and beanies for the outdoors in New Zealand.

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FIVE DECADES OF FOOTWEAR EXCELLENCE

Pat Menzies Shoes is celebrating its 50th anniversary by expanding its footprint with the opening of new stores in Wellington and Tauranga.

After five decades of serving Auckland, Pat Menzies Shoes will bring its renowned collection of high-quality, stylish footwear to more Kiwis across the country.

A STORIED HISTORY IN FOOTWEAR

Founded in 1975 by Pat Menzies in Canterbury Arcade, Queen Street, Auckland, Pat Menzies Shoes quickly established itself as a trailblazer in the local footwear market.

Originally focused on men’s dress footwear, Pat Menzies' keen eye for emerging trends led him to recognise the rise of streetwear culture, which would become the backbone of his store’s offerings.

Pat Menzies Shoes was the first retailer in New Zealand to stock Dr Martens and brought other iconic international brands like Converse and Vans to local shelves, paving the way for a new generation of Kiwi footwear fashion.

Throughout the years, the store has adapted and evolved, offering a unique

mix of dress and street footwear, while cultivating a retro, familiar atmosphere that customers love. Its dedication to quality and service earned the store a loyal following, with word-of-mouth recommendations being a key factor in its enduring success.

EXPANSION TO WELLINGTON AND TAURANGA

As part of the 50th-anniversary celebrations, Pat Menzies Shoes will expand its presence to Wellington and Tauranga, allowing more customers nationwide to experience the iconic footwear and customer service that have made the store a household name in Auckland.

The new stores will feature a distinctive blend of classic and contemporary styles, complemented by a carefully curated selection of international and local brands.

“The team are incredibly excited to expand to Wellington and Tauranga,” said Michelle Menzies, daughter of the founder of Pat Menzies Shoes.

“After 50 years of serving Auckland, it feels like the right time to share what the team have built with other parts of New Zealand. Our customers have been incredibly loyal, and we’re excited to bring our passion for quality footwear to more Kiwis.”

LOOKING FORWARD TO THE NEXT 50 YEARS

As the brand embarks on the next chapter of its journey, it remains committed to delivering the best in footwear to customers across New Zealand. The expansion marked the beginning of an exciting new phase, and the team looked forward to continuing to innovate and provide customers with shoes they can rely on.

To celebrate its 50th anniversary and the opening of the new stores, Pat Menzies Shoes will launch a brand campaign with a fun nod to the nostalgia of fashion worn when each footwear brand was first introduced. It will also host special events and promotions in the coming months.

SYLVESTER'S FAMILY LEGACY

Following the closure of the Kate Sylvester brand in 2024, the launch of Sylvester a year later has seen the brand’s legacy live on.

Ike, Cosmo and Tom Sylvester grew up surrounded by the fashion industry and the work of their parents. Continually asked whether they would take on the family business, the brothers saw an opportunity to reintroduce the label through their own eyes.

Tom Sylvester studied fashion design at Massey University in Wellington, while his brother Ike studied graphic design. Younger brother Cosmo studied industrial design, also at Massey University.

The launch of Sylvester has seen many staples from the brand’s past, like the intarsia knit and iconic Sylvester denim, reintroduced with a new perspective. The brothers said there is incredible potential in Sylvester, particularly the key design principles; timeless essentials, utilitarian features, and the balance between the masculine and feminine.

“We found ourselves drawn to the

versatility. The ability to sell to all ages, to work as menswear, workwear, sportswear, and to include accessories,” they said.

When it came to describing their individual strengths, the brothers each have different qualities that come together in the day-to-day running of Sylvester.

Ike said he is quite laid back, which can keep the team level-headed in stressful moments where big decisions have to be made. Cosmo said his strength was being able to fix things, and can be quick to pick up new skills, whereas Tom is very efficient and always looking for the best way to do something.

Tom said if something isn’t getting done fast enough, he will find a way to make it faster.

All three brothers gravitate towards the design, but each has a keen interest in different operations of the business. Ike is the Marketing Manager of the

brand, and has focused mostly on developing the brand’s digital presence. Cosmo said his main interest was in design, especially accessories, which was perfect for his creative thinking in three-dimensional ways. Tom has an interest in the company as a whole, and has enjoyed understanding the full process of how everything works.

The brothers’ relationship has shown each other how deeply they trust each other, and their belief in each other’s different skillsets, as well as an appreciation for each other’s strengths and desires for the brand.

When closing down the Kate Sylvester brand, it became apparent that there were still loyal followers of the label and very strong foundations of the business. They said the brand has been in their life since they were born and couldn’t imagine doing anything else.

The first step to honour the legacy of the Kate Sylvester label was to bring

MINUTES WITH

back designers Christine Leung and Ayano Hara-Alderson. Having them on board for the past 15 years has not only shaped the label’s direction, but will keep the essence of the brand alive as it morphs into Sylvester.

The new logo, ‘The Huddle’, has been a very personal symbol to implement. It has stemmed from the KSwan logo of Kate Sylvester, and represents all three boys. Having tried and tested a few options, they came up with the idea for three loops of rope, which has also represented all three brothers in a huddle.

When it came to defining the new Sylvester aesthetic, keeping the clean, meticulous silhouettes with strong characteristics was non-negotiable for the boys. Having learnt about the business and fashion industry from their parents from a young age, they have developed their own natural confidence in their design process that has come from being surrounded by two very creative leaders.

Cosmo said his dad, Wayne Conway, taught him not to dwell on silly things, and his mother instilled patience and the ability not to be pretentious in him.

The new label has been influenced by pop culture, art and music as key sources of inspiration. Ike said that the new Stripey Top was an homage to actress Shelly Duvall and classic 1970s film “The Shining.” Cosmo believed that filmmaker David Lynch should influence everyone in one way or another, whether it is humorously or in his vision. Looking ahead, the brothers hope to follow in their parents’ footsteps and continue to refine their processes to be more sustainable. They also hope they

can inspire New Zealand men to step out of their comfort zones and try new styles. They added that Sylvester was an open-minded brand, and it could be for everyone if they are bold enough.

Upon introducing the new label, the brothers focused on the demand from long-time Sylvester followers while balancing relationships with a new generation of customers.

The label has launched with a bunch of styles loyal customers will love, but have also added in some new experimental styles they hope will speak to a new generation of customers.

“We are lucky to be able to look back at past Sylvester styles and their success and use that to inform the way we develop new styles,” said Ike Sylvester.

Sustainability has been an ongoing conversation for the brand. Ike said the

label’s clothes are made to last.

Ike added that the brand will also be actively involved with Mindful Fashion, an organisation focused on building up New Zealand’s fashion industry.

“Every inch of a garment is designed with the intention to be worn either tomorrow or in five years’ time. This is something that has separated Sylvester and other New Zealand designers from brands like Shein and Temu,” said Ike Sylvester.

Key priorities for Sylvester in its first year are to grow its social media presence and build up more interest in the Australian market.

“We also really hope to see younger customers becoming more interested in the Sylvester brand. A big goal of ours is a retail space in Australia as well,” Ike Sylvester added.

A SCENTED RITUAL

REIMAGINED

By the time you’ve lathered your hands with Glasshouse Fragrances' newly relaunched Hand Collection, you’ll have experienced more than just a daily clean — it’s a sensorial ritual, bottled.

From the reformulated Hand Wash to the indulgent Hand Cream, the brand invites users to Make It Personal — a sentiment that speaks to the core of this luxe refresh.

Long admired for their evocative home fragrances, Glasshouse Fragrances has extended that same signature scent storytelling into something more tactile and intimate. Hand care is often overlooked in the self-care hierarchy, but this relaunch places it centre stage, bringing forward formulations that feel good and do good.

Formulated with native Australian botanicals like Kakadu Plum, Caviar Lime, and Açai Oil, the collection is a love letter to clean beauty. There’s an emphasis on nourishment and skin health, with ingredients that speak to hydration, exfoliation, and anti-inflammatory care — all while wrapping your senses in one of six beloved Glasshouse scents. The inclusion of A Tahaa Affair, for the first time in a hand format, is especially exciting for fragrance fans.

The collection champions sustainable design with metal-free pumps, recyclable packaging, and no excess wrapping. There’s a sophistication to the minimalism — colour-coded navigation

clips and refillablefriendly components — that complements any benchtop.

“Our Hand Collection is a celebration of iconic fragrances, elevated formulations, and luxurious Australian ingredients. The entire collection is new and improved with only the best cleanactive formulations,” said Nicole Eckels, CEO and Founder of Glasshouse Fragrances. Whether displayed in a resin tray set or in a handbag for on-thego indulgence, each product feels thoughtful. At a time when self-care has become cluttered with trends, Glasshouse Fragrances reminds us that ritual can still be beautiful in its simplicity — and a single pump of hand lotion can feel like a return to self.

BAG CHARM BOOM

The Billion Dollar Trend

Prada, Hermès, Gucci, Bottega… Labubu?

In April 2024, Lisa from BLACKPINK clipped a Labubu onto her designer handbag, and just like that, the bag charm renaissance exploded overnight. While brands like New Zealand’s Deadly Ponies had already created charms for years, it took one pop culture moment to catapult the trend into the global spotlight.

Ayear later, bag charms have gone from niche novelty to full-blown fashion fixture. Gen Z are the prominent champion here, using charms to curate miniature mood boards that dangle from their handbags. There’s something inherently personal about a trinket that doesn’t match your bag but belongs to you. Maybe it’s a plush toy, a resin keychain, a capsule claw machine find, or an enamel critter that says something about who you are or what you love. Millennials, though, are the quiet backbone of this trend. For them, it’s all about nostalgia. Bag charms are a callback to Tamagotchis clipped onto belt loops, puffy keyrings traded at school, and phone charms that were once as important as your ringtone. There’s a sweetness in the rediscovery. We’ve grown up but haven’t outgrown the joy of a small, impractical, completely delightful accessory.

Leading the charge is Labubu. A mischievous, wide-eyed figure created by Hong Kong-born, Netherlandsraised artist Kasing Lung in 2015. Part of The Monsters universe, Labubu is a character who blends folklore, fable, and a touch of chaos. Lung’s storytelling struck a chord, and when Pop Mart partnered with him in 2019 to bring the figures to life, a cult following began. Since then, Labubu has gone from designer toys to global fashion icons, becoming Pop Mart’s most successful intellectual property. In 2024 alone, Labubu figures generated ¥3 billion (approximately NZD 692 million), accounting for nearly a quarter of the company’s entire revenue. Pop Mart’s overall earnings hit ¥13 billion (NZD 3 billion), with profits soaring by 188 percent year-on-year. International sales exploded, with North America seeing nearly 900 percent growth in early 2025. It's no exaggeration to say Labubu turned a blind box toy into a billion-dollar cultural juggernaut. The big brands have noticed. Prada, Hermès, and Coach now offer full charm collections—and while they’ve dabbled before, the scale and creativity in 2024 is a clear sign the trend has hit its peak. Coach, in particular, feels like the poster child for this moment, with a long history of bag add-ons and a recent surge in popularity thanks to Gen Z's love for reworked Y2K styles. More telling still: some brands are now designing bags

specifically to show off charms. BAGGU’s new Long Bowler Bag is a perfect example, with exterior strap loops made just for your dangling décor of choice.

But as any trend-watcher knows, popularity comes with a timer. Thanks to the speed of social media, fashion cycles that once played out over decades now rise and fall within a year or two. Microtrends—like ballet flats, mob wife coats, or cherry red everything—can have a lifespan of just a few months. Bag charms are still going strong, but there are signs we’re nearing saturation. Everyone’s doing it. Every brand has a version. And once something becomes ubiquitous, it starts to feel less personal, which is, ironically, what made bag charms so appealing in the first place.

That said, not every trend flames out. Some embed themselves into fashion in quieter, more enduring ways. Bag charms have the advantage of emotional pull, design adaptability, and just enough playfulness to survive beyond the hype cycle. Even if the mainstream moment fades in 2026, charms will likely remain a staple for collectors, stylists, and anyone drawn to adding a little fun to their fashion.

In the meantime, enjoy the jingle. Whether you’re clipping on a Labubu, a mushroom plush, or a Coach dinosaur, the charm of the bag charm is alive and well—and not quite ready to be zipped away just yet.

GOODSOLE TEAMS UP WITH AS COLOUR for Collaborative Launch

In a first for the brand, emerging New Zealand sneaker label Goodsole has partnered with apparel heavyweight AS Colour to launch a limited-edition collection that celebrates local design, community, and creativity. The collaboration sees Goodsole’s cult-favourite Parallel sneaker reimagined in AS Colour’s most recognisable T-shirt shades, merging the brands’ shared values of quality, self-expression, and timeless design.

The result is a capsule that feels distinctly Kiwi — bold, functional, and built for everyday wear.

Each pair of sneakers comes packaged with a curated kit, including a matching AS Colour tee, gym bag, and Lightning Laces. This offers a full head-to-toe look designed for movement and meaning.

The collection is available in men's and women's styles and is sold exclusively through select Merchant 1948 stores and online at merchant1948.co.nz.

extured textiles have taken centre stage with designers across the globe embracing fabrics that entice the senses and add depth to every look. From rich brocades and tactile tweeds to ethereal layers of tulle and delicate lace, this trend has been spotted in Paris, Milan, and beyond. Collections are reimagining traditional weaves and innovative treatments, proving that texture is more than just a detail. It’s a defining element of modern design.

Roberto Cavalli’s Resort 2026 collection turned heads with a dramatic clash of prints and tactile fabrics. Cavalli’s pairing of delicate floral jacquard with rugged, leopard-print denim created a rich, layered aesthetic that danced between luxury and rebellion. In a hue matched to Mara 5-8772, this bold play on textures not only highlighted the designer’s penchant for opulence but also added a fierce, contemporary twist to classic silhouettes.

Dior’s Resort 2026 show brought romance to life through sheer lace and light hues tulle of Mara 5-198. Maria Grazia Chiuri’s designs featured delicate, layered fabrics that cascaded like waterfalls down the runway, offering a dreamlike blend of historical references and modern femininity. Each look was a testament to the brand’s mastery of textile craftsmanship, evoking an ethereal, almost weightless charm.

Louis Vuitton’s Cruise 2026 collection embraced textured textiles with dramatic flair. Nicolas Ghesquière presented high-necked knits adorned with embroidered motifs paired with tiered, shimmery skirts. The contrast of structured embroidery, in threads

like Mara 16-497, against the flowing transparency of black organza ruffles created a dynamic interplay of hard and soft, adding depth and movement to each look.

Gucci’s Resort 2026 collection offered a luxurious take on textures, combining a structured, high-necked blouse in floral-embroidered sheer fabric with plush, emerald-green velvet trousers. A perfect match to Mara 12396. Alessandro Michele’s choice of pairing rich, touchable materials with a bold colour palette created a look that felt both opulent and grounded. This interplay of sheer and velvet textures delivered a layered visual story that highlighted Gucci’s commitment to sensory appeal.

Chanel’s Cruise 2026 collection showcased a celebration of handwoven textures. Virginie Viard sent models down a sun-drenched corridor clad in classic tweeds updated with openwork techniques, allowing light and shadow to dance across the body. These meticulously crafted, airy pieces reinterpreted Chanel’s iconic fabric codes, in hues like Mara 1-610, offered a modern and breathable approach to textured tailoring.

Victoria Beckham’s Resort 2026 collection played with sheer, layered fabrics in moody black like Mara 12-687. The designer combined lightweight, see-through skirts with tailored, silk-like jackets, creating a contrast between transparency and structure. The delicate, frayed hemline details and gauzy panels lent a hint of deconstruction to the otherwise sophisticated silhouettes, adding a modern edge to classic elegance.

ROBERTO CAVALLI

MARA 5-8772

CHANEL

VICTORIA BECKHAM

THE SISTERHOOD OF THE TRAVELLING CUFF

One silver cuff. Nine wearers. Over 10,000km travelled. Countless stories.

Inspired by the beloved novel The Sisterhood of the Travelling Pants, published in the early 2000s, New Zealand jewellery label ZOEMCBRIDE launched an intimate and adventurous experiment in 2024: The Sisterhood of the Travelling Cuff.

Over a year, a Drip Cuff from the ZOEMCBRIDE Collection embarked on a journey, passing across nine women, selected at random from the ZOEMCBRIDE community, each invited to wear and adventure with the Cuff, with it capturing their mark upon its silver surface, both physically and emotionally.

Made from solid sterling silver, the Drip Cuff is designed to be worn and to adventure with its wearer. It is a reminder of movement, connection, and the daily rituals of life. It has travelled over 10,000 km from Blenheim to Dunedin, Wellington to Mount Maunganui, Australia, and beyond, worn on the wrists of adventurers, artists, mothers, and storytellers alike.

The project's heart was not just the travel but the exchange. Leaving the brief open to its wearers, McBride didn't anticipate the growing tradition of handwritten letters passed between participants.

What began as a simple jewellery experiment evolved into an anonymous and deeply personal connection chain. Each wearer added a note for the next, creating an unexpected archive of shared experiences and reflections:

Between each leg of its journey, the Cuff returned to Zoe’s studio for a polish, pause, and breath before setting off again. Now, the Cuff has come to rest once more in the hands of its maker, carrying with it the weight of its adventure.

"I began the project simply wanting to explore how a piece of jewellery might travel and evolve through different lives," said McBride.

"What surprised me was how naturally the wearers built connections around it, through letters, reflections, and small everyday moments. It reinforced that jewellery is not just about adornment but marking time, experience, and movement."

As 2025 has started well, ZOEMCBRIDE is preparing a second year of The Sisterhood. The past year has proven that jewellery is more than adornment; it’s a story, a traveller, and a keepsake of shared moments.

ELTON JOHN EYEWEAR

The New & Exclusive Elton John Eyewear for Specsavers Collection has Arrived Specsavers announced the launch of its new and exclusive Elton John Eyewear collection inspired by key moments in Elton John’s life and career.

"Each frame tells a story, offering a balance of everyday versatility with individuality and style at the core of the collection. Whether you want a subtle nod to Elton’s iconic look or a bold show-stopping piece, there’s something for everyone in this collection."

Available exclusively at Specsavers from 5 June 2025, the Elton John Eyewear collection includes 12 optical frames and two limited-edition sunglasses, each named after an iconic song, personal milestone, or a pivotal period in his journey. From Yellow Brick Road and Tiny Dancer to Shooting Star and Crocodile Rock.

“Glasses have always been a big part of who I am,” said Elton John. “For me, style is all about confidence and expressing who you truly are. That’s exactly what this collection is about, it's helping people feel fantastic in frames that celebrate their individuality. Specsavers and I share the belief that everyone should

have access to eyewear that makes them feel like the best version of themselves. I can’t wait for people to find a pair they love and make them their own."

The new Elton John Eyewear collection has been designed to reflect the artist’s legendary style, ranging from understated elegance to bold, statement-making frames. Each pair features key signature details, such as the iconic ‘E’ mark symbolising Elton’s personal stamp of approval, and the star. A nod to his illustrious career. Whether it’s oversized frames that capture a fearless spirit like Captain Fantastic, the classic twist of Ballad, the timeless sophistication of Scholar, or the subtle sparkle of Diamond Dust;

every frame is crafted with Elton’s unmistakable aesthetic in mind.

“Elton John’s impact on music, fashion, and self-expression is undeniable, and this collection captures that magic,” said Nelly Soleil, Head of Frames ANZ. “Each frame tells a story, offering a balance of everyday versatility with individuality and style at the core of the collection. Whether you want a subtle nod to Elton’s iconic look or a bold show-stopping piece, there’s something for everyone in this collection.”

Specsavers and Elton John Eyewear share a passion for creating stylish, high-quality eyewear, united by a vision to empower individuals through design, craftsmanship, and personal style.

MONS ROYALE BRITOMART

The Mons Royale brand has established itself across New Zealand for fifteen years with epicentres in the mountain towns of Wānaka, Whistler and Innsbruck.

With three other flagship stores in the South Island and confidence in its future collections, the team knew it was time to bring the brand to the heart of New Zealand’s largest city.

“People in Vancouver and Zurich seem to know more about New Zealand than those in Auckland, so this feels like a truly appropriate homecoming and an opportunity to continue growing our roots and community here,” said Hannah Acland, creative director and co-founder of Mons Royale.

The vision from the start has always been about bringing the brand to life in physical form, utilising its pillarsnature, energy and performance, as the foundation.

Mons Royale is committed to bringing the “outside in” by featuring a rock garden on all of its shop fronts. This provides a direct connection to the outdoors, placing the mannequins and the clothing they wear in context.

At the same time, energy is the overall impression that customers experience when they walk into the store. It is conveyed through the clothing (colour, graphics, print) and the imagery

within the store, while performance is achieved through the material (merino wool), innovation, and product design.

Located in Auckland's CBD, the Britomart area, the design inspiration for the new store was based on the humble New Zealand woolshed, and subtle nods to this can be found throughout the store.

Rough-sawn timber slats and boards were used to replicate the appearance of the shed's gates and floors. Merino wool is also showcased in various areas throughout the store.

Materials were sourced locally, including the macrocarpa timber and wood used for the tables and display systems, which were also built locally. The store's marketing materials, counter cards, and window decals were sourced from a recycling source, and the window banners have been

repurposed as bean bags.

Acland mentioned that the most significant challenges were constantly navigating the structural, operational and legal challenges.

As the creative director, she drove the design direction and overall look and feel, and was fortunate to have a team that worked hard to bring her vision to life, even if it involved hand-washing fifty bags of rocks.

Another major challenge was having the courage to commit to the bold ideas.

“At the 11th hour, we were so close to chickening out. The 4m high lime green walls, for example, have ultimately formed the anchor for our launch identity, with the colour connecting through posters and advertising around the city. Continual evolution, progression and improvements are what challenge us every day. That’s

what keeps us moving forward.”

All of Mons Royale’s retail stores have also been designed to be a hub for community events and activations. Having built a mountain-based community over the years, the new store aims to create a vibe and culture that will allow city dwellers to tap into the mountain energy.

“Everyone has the ability and the desire to connect with the mountains. We’re doing things like real-time snow reports and community events that capture the spirit of mountain life. Just like surf or skate culture, you don’t need to ride to be part of the scene. Everyone’s welcome.”

Mons Royale has also hosted film premieres and community bike rides, and these are always held with the focus of inspiring people to live a life of action and adventure. In doing so, the brand has hoped to inspire people to switch from synthetics to natural fibres.

“To compete with the synthetic market, we must innovate. Innovation in both product design and materials is a key focus for us. Not only to maintain relevance, but to show the world that natural fibres can be the highest performing material on the planet.”

The brand’s latest Rad Things Collection has pushed the boundaries for the brand by establishing an attitude of loud, apologetic and driven by a hellyes energy. The multi-coloured tie-dye print grounds the collection and forms the colour palette for other styles, offering a choice between full noise print and toned-back expressions.

Looking ahead, the Mons Royale team anticipated further store openings in the country, as well as in Vancouver and Munich.

“China also has massive potential for us, and they are deeply passionate about high-quality, natural fibres and merino wool. This won’t be an easy undertaking, but it would certainly open up a new market for us.”

JD SPORTS EXPANDS SOUTH

JD Sports has moved into a new home in Christchurch, opening the brand’s sixth location in New Zealand and first in the South Island.

Managing Director, Ben Hapgood, said Christchurch was a city full of energy, and it was exciting to be expanding there.

JD Sports has future growth plans within the New Zealand market, and opening its first store in the South Island has reflected its strategic intent.

“We are excited for what the future holds for the whole of New Zealand,” said Hapgood.

JD is a global key account for the biggest sportswear brands in the world, including Nike, adidas, New Balance, ASICS and On, and a wide range of exclusive products, be it footwear or apparel.

The new store spans over 500

square metres, and was designed in consultation with the latest JD Design concept. This was the first JD store to be built in a new development within a city centre, and designers tried to maximise the visual impact through the activation of its windows and integration of digital elements.

Just like the North Island, it was critical that JD brought its brand to all New Zealanders, whether it was through stores, its website or app.

Hapgood said the South Island was a really important market for JD, and its Christchurch store has ensured there is critical new market access to the best expression of the JD brand through a prime, high street location.

JD has prided itself on serving the

consumer that way and offering something for everyone in a family, which has allowed the brand to continue its growth in New Zealand. Hapgood said customer habits have continued to shift due to cost-ofliving challenges and trend changes with brand partners, but overall, this has been a manageable obstacle. The biggest shift came post-pandemic with the return to physical retail; however, there were more normalised trade patterns in the current market.

He added that it was very important for JD to launch in a big way and show the local community what the brand can bring to a city.

The launch will include a number of opening weekend activities that will

span across four days, from voucher giveaways, spin to win activations, in-store appearances from local influencers and talent, along with ASICS ambassadors Matt Bateman and William Waiirua. Local youth dance collective Swarm will also perform at different stages throughout opening day, providing the group with an opportunity to showcase its ability to all and engage with customers.

JD has also partnered with Allpress coffee to provide consumers with a beverage giveaway with a local café and its new neighbour, Akin. The overall aim has been to show the people of Christchurch that JD would like this store to open up opportunities for people within the city.

"We always aim to work with global talent but also engage and work with New Zealand sporting, musical and other talent who best represent the culture here."

Balancing global brand identity with local relevance when entering new markets like Christchurch is something JD is tasked with on a daily basis.

Hapgood said that although JD is a global brand and operates this way, it wasn’t always a one-size-fits-all approach.

“We always want to show up authentically in the market, which is crucial to the business' success,” he said.

“We always aim to work with global talent but also engage and work with New Zealand sporting, musical and other talent who best represent the culture here.”

An example of this is in one of the main windows of the new Christchurch store, where customers will see New Zealand and Brisbane Broncos NRL star Joran Riki, who is the face of JD’s most recent ASICS campaign.

“We selected Jordan for this campaign due to his strong ties to New Zealand as he is a proud New Zealander and Māori man, and with our New Zealand stores, we want to try and highlight local talent and their connection to the country or certain cities,” said Hapgood.

In the future, JD has plans for further expansion across the South Island. Hapgood said customers should watch this space.

messaging in a tariff crisis:

3 STRATEGIES RETAILERS ARE USING NOW

new tariffs are disrupting global supply chains and profit margins, forcing brands to adapt fast. From price increases to pausing U.S. shipments, messaging to consumers around these changes is proving to be just as critical as the strategies behind them. Whether it’s transparent emails, time-sensitive promos, or business modifications, communicating effectively with your customers about these changes is essential.

WHY UTILIZE RETAIL INTELLIGENCE?

How you communicate with your customers about tariffs isn’t something to improvise, especially with consumer trust, brand perception, and conversion on the line.

Using a retail intelligence platform, you can track real-time competitive messaging to understand how players in your industry are responding to the ongoing tariff situation.

Retail intelligence gives you the context to act decisively:

• Are others increasing prices or absorbing costs?

• Who’s pausing sales, and who’s promoting around tariffs?

• What’s resonating with customers — and what’s falling flat?

When you can see how the market is shifting and what competitors are saying to customers, you can build strategies that aren’t just reactive, but intentional.

HOW RETAILERS ARE MESSAGING AROUND

TARIFFS

Drawing from EDITED’s data, we’ve categorized three main messaging themes we’ve seen so far around tariffs so you can understand competitor communications and tie it back to your results in the market.

1. Transparent Pricing Updates

When cost increases are unavoidable, some retailers are choosing radical transparency to build trust.

• Title Nine sent an email featuring a video from its founder and CEO breaking down the “tariff math” to explain potential price hikes.

• Linjer announced pricing increases due to rising gold costs and operational expenses, pairing honesty with a sense of urgency.

• Doughnut alerted shoppers via homepage banner that a tariff would be added at checkout, but also spotlighted “Tariff-Free Items” to keep conversion rates high.

2. “Shop Now Before the Tariffs” Messaging

Many retailers are using tariffs as a time-sensitive incentive, encouraging purchases before new costs take effect.

• Kirrin Finch prompted customers to shop the Spring/Summer collection before tariffs land.

• WANT Les Essentiels ran a “PreTariff Sale,” offering up to 70% off on featured items and headlining the sale on their homepage.

3. Choosing Not to Sell and Explaining Why

Some brands are pausing U.S. sales altogether, choosing transparency over confusion.

• Space NK halted U.S. orders “to avoid incorrect or additional costs” being applied to customers.

• Understance, a Canadian intimates brand, announced via Instagram that it would temporarily stop shipping to the U.S. until tariff clarity improves.

These brands are using proactive messaging to frame difficult decisions, maintaining brand equity even as they step back from a major market.

WHAT THIS MEANS FOR RETAILERS

In a climate where policy can shift overnight, communication agility is

essential. Retailers who can clearly explain price changes, set expectations, and maintain customer transparency will preserve brand trust and conversion.

Want to see how top retailers are messaging and benchmark your own strategy?

Book a demo to explore EDITED’s Tariff Messaging Tracker and learn how our Retail Intelligence Platform can help you stay informed, adapt quickly, and communicate with confidence.

NEW APPAREL QUALIFICATION SET TO STITCH TOGETHER INDUSTRY GAPS

Aotearoa New Zealand’s fashion and textiles sector has taken a significant step forward with the development of a new Level 3 Industrial Sewing qualification and 12 associated sewing skill standards.

Developed in collaboration with industry leaders, this initiative is designed to fill a longstanding training gap and provide formal recognition for a largely overlooked group of workers— many of them women—whose skills have gone uncredentialed for decades.

The new qualification was created with extensive input from the Advanced Textiles, Furniture, and Apparel sectors, including strong engagement from Mindful Fashion and employers such as Kovacs Furniture and training provider MAST Academy. This collaborative approach ensures that the skills taught are relevant across a wide range of industries—from fashion and upholstery to shade sails, car interiors and theatre costume design.

“This qualification doesn’t just teach sewing—it stitches together opportunity, recognition, and a renewed future for New Zealand’s textile and apparel sectors,” Mindful Fashion Chief Executive Jacinta FitzGerald said.

Aotearoa New Zealand’s clothing and textile industry has a significant technical skills shortage, so the development of this qualification is timely and much needed. “It will provide a pathway into this skilled role for our predominantly female workforce and support their career advancement”, Jacinta added.

“While the techniques used across industries may vary slightly, the fundamental sewing skills, such as seam construction and machine operation, are consistent and transferable”, Hanga-Aro-Rau Qualification System

Lead Marion Littin explains.

“This is a piece of work I’m incredibly proud of,” she said, adding that the new qualification and skills standards are also great way to support women

in industry. “Hidden female workshops, marae kapahaka, costume makers in theatre, people in furniture upholstery, making shade sails and tents, they all have workplace learning, so we knew if we made this work across apparel, Industrial Textile Fabrication and furniture, we could interest providers in a new stream of learners and open everything right up,” Marion concludes.

Previously, training opportunities jumped from school-level or informal learning directly to Level 4 or 5 qualifications offered at Polytechnics, with no entry-level, work-based option. That left a major gap for learners and employers alike. The new Level 3 qualification bridges that divide, offering a 55-credit certificate that can be completed in less than a semester, often while learners are already working. The model supports practical, on-the-job training and builds confidence through applied learning.

For the fashion industry, this development couldn’t come at a better time. With growing demand for ethical, sustainable, and locally produced clothing, brands are increasingly looking to build capability onshore rather than outsource overseas. Mindful Fashion and others have identified a huge untapped workforce—especially women doing basic industrial sewing like uniform production—who will now have the opportunity to formalise their skills and advance their careers.

Jacinta with 500kg of fabric waste, the amount that goes into landfill every five minutes, one of the consequences of fast fashion

“We’re excited to have a qualification at this level developed by industry for industry that gives employers the opportunity to provide on the job training. Many New Zealanders are recognising the benefits of buying from

local brands, and the quality and service that comes with that. The clothing and textile industry is going through a transformation to a more circular and sustainable model, so the ability to manufacture, repair and remanufacture quality products locally is becoming increasingly important,” Jacinta concluded.

The qualification and skill standards are now on the NZQA framework, ready for providers to develop courses in this exciting arena. Those involved in the development are urging providers to get on board with this qualification so that we can build the skilled workforce we need for the future.

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