MELBOURNE: Design veteran Jane Parker is back doing what she does best – and loving it.
Less than two years after leaving Country Road, the retail group she co-founded with brother Steven Bennett, Parker has emerged as the driving force behind uniform group Stylecorp’s contemporary new positioning.
Counting corporate entities Crown Casino and Centrelink among its client base, the Pacific Brands-owned company has been rebirthed under Parker’s tutelage with new styles, fits and fabrications.
Plans are now underway for the Victorian business to take its message internationally with the Asia Pacific, UAE and Britain first on its target list.
Parker, a Design Institute of Australia Hall of Fame inductee who was invited to join the Stylecorp team after partnering with Pacific Brands stablemate Yakka Apparel Solutions on a uniform contract for CUA, said she was initially attracted to the role because of the challenge it presented.
“[Stylecorp] had been trading for 13 years and like any business it had started off with an idea, developed its concept and was unsure how to grow. Everything was there – it just hadn’t been articulated.” Her first port of call was to do a forensic search through the brand’s design department.
As a result Parker developed a new range of fabrications, refitted samples, introduced highlight colours and added new styles. The end result was a “pared back” collection more in keeping with the brand’s evolution.
“Uniforms were traditionally regarded as being a bit frumpy. That’s not the case now. We’re not fashion, we’re stylishly modern.”
Parker, who was at Country Road for 25 years before branching out, said the biggest lesson learnt throughout the process was remembering the pieces she was designing were likely to stay in the wearer’s wardrobe for several years.
Yakka general manager Steven Kelly said the company felt “very fortunate” to have brought someone of Parker’s calibre onto its design team. “Jane’s standing in the industry speaks for itself, as does her trademark eye for authentic Australian style. She has taken our business on a remarkable journey.”
Parker recently signed a second 12-month contract with the brand.