Home grown seed to re-blossom

 
MELBOURNE: Linda Britten's latest venture will see her harking back to her early days as a designer with the re-launch of her 1970s label Anna Seed.

The Melbourne womenswear doyenne said the new Anna Seed represented a collaboration with her sons, Tim and Alex Britten-Finschi - creators of menswear label From Britten - who had rediscovered the brand in a 1970s scrapbook during a recent house move. The updated label was targeted at an ageless market, she said.

"The original Anna Seed was a very much a young label and of its time, as I was young when I designed it. This one is a lot more about layering and draping. Made primarily from cotton knits, it's designed as a 'build your own wardrobe' concept and also includes jewellery and scarves."

With the initial collection comprising 30 pieces, new ranges would be released seasonally, updated by fresh injections on a 12 week turnaround. Currently selling to retailers, the label was designed to appeal to department stores as well as boutiques.

"I think the volume, price points, quality and depth of the range would be particularly good for the majors," she said. "Because of the layering and co-ordinates concept it's also incredibly versatile. The range of outfits you can get from this one collection is astonishing."

A selling catalogue for wholesale clients was in production at the time of writing, while advertising in consumer titles was planned over the coming months, she confirmed.

Britten said she had capitalised on manufacturing economies of scale created by her self-named couture label to keep Anna Seed's price points attainable, with top of the range dresses to retail for $295, while body suits, priced $80 were "ideal" for younger women. Experience with draping and fitting garnered through the Linda Britten couture label had also enhanced the revival of Anna Seed, she said.

"A clever use of cut, shape and proportion can do wonders for a woman. Most tops are cut right up on the hip, yet everyone needs a top that is slightly longer, a bit wider. Anna Seed creates fantastic shapes for women, catering for the development of a woman's figure. A pencil skirt instead of an A-line cut or a squared shoulder can take sizes off a woman."