Sportsgirl's fresh new look

Australian fashion brand Sportsgirl is set to revamp its image with fresh recruits and a bevy of new lines hitting stores later this year.
While the company has collaborated with new designers for previous collections, Sportsgirl marketing manager Gavin Gage said the latest spring/summer campaign would allow four young talents to tap into the brand's market.
"The Young Designers concept has been an ongoing collaboration over the past two years," he explained. "This is to both help and support new design talent and to offer our girl the high end fashion experience at an affordable price.
"This has worked for Sportsgirl because the brand was the first to do this in a meaningful way and it is a component of our offer that is consistent and our customer has come to expect it. She loves the fact that she can walk into Sportsgirl and purchase a garment that is limited in number, is exclusive to Sportsgirl and she won't see it everywhere else."
The latest collaboration will introduce four seasonal collections - Sisnme, Metalicus, Jo Nation and Tani Angeli Hand Made - into select Sportsgirl stores nationwide.
Jo Nation, once an intern for the company and now a full-time employee, said the burgeoning program would not only benefit the company but consumers.
"As a new designer, you tend to have no or less limits or boundaries in your designing and ideas and are therefore more likely to want to experiment and try new things. I think when you have been working with a label for a long time, you can get caught in a trap of designing safely, which you know will sell but isn't necessarily new and different."
Nation's range, which will retail from $99.95 to $199.95, will feature vintage-inspired racewear separates and is due to hit top stores in October. Sisnme, designed by sisters Annabelle and Eliza Peters, will land in September and showcase a range of '50s-inspired chiffon dresses and signature printed tee's from $79.95 to $229.95.
The retail chain has also collaborated with national fashion icon, Metalicus for a line of dance-inspired knitwear priced at $69.95 to $119.95.
Set for a delayed release in December, the Tani Angeli Hand Made collection is set to be a special venture for Sportsgirl which will launch a new face into the mass market. Comprised of white skirts, dresses and tops made from hand-made fabrics, the line is from $99.95 to $259.95. Sportsgirl PR and events manager Prue Willshe said Angeli, in particular, would benefit from the exposure.
"Tania Angeli is a very small designer [and] will [release] limited runs as her pieces are hand made," Willshe said. "Showcasing her collection in Sportsgirl is really beneficial in terms of raising her profile as a designer."