Fashionable time for Orson

Cutting-edge lifestyle retailer Orson & Blake is set to venture into the private label arena, with a womenswear line launching to industry buyers later this month.

The Sydney-based retailer, which offers a range of high-end homewares, fashion and lifestyle products through two flagship stores in Woolhara and Surry Hills, has appointed Inc. Brands as distributor of the new line. The spring/summer 2011 collection will feature a total of 35 pieces, with simple daywear separates and dresses priced from $100 to $400.

Co-founder David Heimann said all fabrications will be sourced from Italy and Japan, and garments will be manufactured in China. The brand’s look book was yet to be shot at the time of press, with the collection scheduled to land in Orson & Blake stores and selected boutiques from July, 2011.
“The key focus is the textured fabrics, with minimal detailing in the trimmings,” Heimann said. “It is a natural evolution of the brand after the successful launch of [our] own homewares range.”

The brand confirmed its fashion line will also be on sale to industry buyers during Rosemount Australian Fashion Week in May. Fashion labels currently stocked in Orson & Blake stores include Gerard Darel, M by Missoni, Kenzo, Marc Cain, Cambio, Cannisse, Frost, Mela Purdie and Paule Ka.

Assia Benmedjdoub