MELBOURNE: Body is drawing on its dance inspired origins with the launch of a new sister label, hitting stores tomorrow.
The Melbourne-based label designed by Dainy Sawatzky will release Body Elements, a range of lifestyle oriented wardrobe basics and layering pieces.
Sawatzky said when the brand began ten years ago, it had dance and activewear style at its core. She said this offer exemplifies this feel, with items such as pull on comfort trousers that look like a tailored pant, 100 per cent cotton jersey tops, wrap tops, spencer knits and washed cotton dresses.
Colours are muted so pieces can be worked into an existing wardrobe or used for layering, such as blues, greens, greys, neutrals, off white and black.
Sawatsky said the brand manufactures locally, yet strives to keep prices competitive with other basics collections that are manufactured in China.
“Prices start at around $60 and go up to $195,” she said.
Mainline collection, Body by Dainy Sawatzky, will continue as a seasonal fashion offer. The spring/summer 2010 range is themed ‘In the Dream Garden’ and will be released in stores next month.
The label will also relaunch its website in coming weeks to feature its new promotional campaign using ‘real women’ rather than professional models. Sawatzky said it features a mix of ladies aged 30 to 60 in the clothing.
The brand operates four retail stores across Melbourne and Sydney and has a number of wholesale accounts nationally.
BODY by DAINY SAWATZKY: Summer 2010.
