Lana Wilkinson has launched her spring-summer collection for her namesake label, encouraging consumers to embrace the joy of dressing up again. 

The label's latest shoe collection rejects the mass casualisation of the pandemic with slim heels, supported pumps and flats, capturing the footwear trends of the season.

"The same way the colour red has been proven to make people exercise better and the ‘power tie’ can make people feel more in control, the science behind how you dress is not superficial," Wilkinson said.

"When you wear something that makes you feel really good the effects might be subtle, but they are real and they matter.

"The coronavirus gave rise to a comforting aesthetic and because of this we’ve forgotten how good it feels to indulge in ‘dressing up’.

"It’s time to ditch the effortless and re-embrace fashion again," she said.   

The release also comes as the brand celebrates its first birthday. 

"I feel extremely proud and grateful that my brand has been able to survive," Wilkinson said of the anniversary. 

"I think no matter what is happening in the world, fashion is an individual’s superpower.

"Fashion has the power to evoke emotions and allows statements to be made.

"Over the years fashion has changed dramatically, from the rise and fall of fast fashion to couture becoming mainstream, fashion still has the ability to change a person’s status, mood and perception," she said. 

Speaking on the state of Australian retail at the moment, Wilkinson added that she is excited by the opportunities in eCommerce.

"We are seeing a shift in Australian retail and I’m thrilled to see hope in the online space.

"Australians are still shopping online and seeking out affordable fashion because they need to feel good, and brands need to continue helping them do so," she said.  

The release of the collection will be staggered over three months from October to December, with a selection of new styles launching each month. 

The range will be priced between $219.95 - $269.95 and will be available on the By Lana Wilkinson website.


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