SYDNEY: Sydneysiders Claire Murphy, Brigid Whelan and Polly Epov are on a mission to create high-end designer looks for the middle market.
The three designers will officially launch their new womenswear label I Am at Sydney hotspot Cargo Bar next Thursday. The debut spring/summer 2010 collection features upwards of 30 garments, with tops starting at $50 and tailored blazers and dresses set to retail at around $300.
Key pieces include a pair of trend-driven boho pants in a black, olive and gold safari print; a sheer silk tank top in black; a high-waisted, pencil skirt featuring oversized blooms against a black background; and an acid pink blazer.
Murphy said the three designers felt there was a gap in the market for current looks at mid-market price points. Samples for the launch collection were produced in Australia, while manufacturing was undertaken in Vietnam.
“We came up with a collection which we felt we couldn't find anywhere else and that redefined the prevailing seasonal trends,” Murphy said. “It [was inspired by] the inability to find anything unique and individual that is high quality, well made and under the $500 price mark.”
A handful of boutiques have already signed on for the debut collection, including Mellion & Bright (January 18), new pop-up store ArtHouse (February), e-tailer onelittlepiece.com.au and Mint Shop for the next season.