NATIONAL: London-based designer Rochelle Dendle has packed her bags for home - and she's appointed Paul Maloney Fashion Agency to look after them.
Dendle's accessory label After The Apple is scheduled to launch into the Australian market over spring/summer 2009/10. Her move abroad followed a decade-long stint as a key designer for upmarket competitor Mimco.
The experience left her with an insight into what women "need and want" in a bag, she said."The basis for After the Apple is that every lady is a different bag, which is why there will always be 12 generic bag shapes in each collection. Its built on the timelessness of these 12 shapes, adapted through thematic injections each season."
The launch collection 'Fin' was inspired by the colours and creatures of the Great Barrier Reef, with inside collars and flap undersides referencing the 'flash of fishes' gills".
Priced from $275 for a slimline clutch to $650 for a hero 'Mother of the Collection' bag, it also included leather and fabric duffles, slouches and shoppers.
"The duffle douwing weave in nude stripe and the slouchy crabbe hand dyed in stone are the best sellers so far," Dendle said. "Both shapes touched on seasonal trends while offering new and different shapes to anything currently in the market."
Each style features more than one handle or strap option for wearers, along with a detachable shopping bag folded into a pouch. Other key features include internal pockets for purses and phones and a clip to attach keys.
Local representative Paul Maloney Fashion Agency is currently working to promote the label through stylists, fashion editors and industry buyers. Confirmed stockists for the launch collection included Lucette in Paddington (Sydney), Two Leaves in Double Bay (Sydney) and Meow Meow in Brisbane.
Dendle said the range would also be available for purchase online from September. But while she planned to take her offering to the world, she had one key ambition in mind for now.
"Australia is home and tugs on the heartstrings - to succeed here is a primary goal."