A ‘fierce’ new women’s fashion label will launch in David Jones stores, boutiques and online at the end of the month.
Bosses behind the new Australian brand, Hunt No More, claim to have filled a gap in the market and liken themselves to Sass & Bide – but with a more ‘accessible’ price for young women. With the goal of dominating the body-con, little black dress and partywear market, marketing manager Amy-Louise Hoare said the brand is aimed at women in their 20s and upwards.
“This is a fiercely sexy new collection featuring effortlessly cool stand-out pieces with a tough, modern edge,” Hoare said. “We have used premium fabrications in metallic laces, sheer jersey and powdered tencel to produce the most directional and desirable collection.”
Price points are from $79-$199 and apparel will be available in 20 David Jones stores at first. About 100 stockists have been secured and Hoare said the future goal is to expand the brand at an international level. A team of four young Australian designers are behind Hunt No More and products, which include leather leggings, tailored jackets and metallic skirts, are manufactured in Australia and China.
A total of 60 pieces will be in the launch range, followed by another 60 in March.
“This is an Australian and world first for Hunt No More and we are filling a very unique gap for partywear in these fabrics and in this price range,” Hoare said. “The Hunt No More girl is a wild child who emanates rock-chic nonchalance and we want to own the body-con and little black dress market.”
Hoare said they are not worried about launching the new label amidst the uncertain economic climate in the retail industry, despite it crippling some Australian businesses, as she said they are confident about filling the ‘much desired niche’ in the market.
