Willowy designs spell innovation for Portmans

Australian womenswear retailer Portmans is set to reap the benefits of a lucrative partnership with Kit Willow.
In a first for both the New Zealand and Australian markets, the two labels have joined forces to launch a limited edition capsule range, Kit Willow for Portmans.
Hitting stores in October, the collaboration will comprise of seven signature dresses priced from $159.95 to $2259.95 in Australia and $190 to $290 in New Zealand. Titled 'Dream of a Dress', the collection will aim to inject a "new level of elegance" into the Just Group-owned womenswear chain.
Just Group womenwear merchandising director Jacquie Naylor said the project was inspired by current trends in the international market.
"Collaborations have been appearing in the fashion industry across the world where prestigious designers are partnering with high street brands, just look at Stella McCartney and H&M.
"We always felt Kit Willow was a wonderful Australian designer who had made some amazing inroads into both the New York and London fashion markets, together with building a phenomenal profile in the local market."
While Willow admitted the fabric and detail of the collection was not on par with her namesake brand, she said the range would still feature silks, cottons and draped jerseys. Trimmings will also include knotted cords, corseted bustiers in pintucked silk and cotton and elastic underbust fastenings.
Willow - who will be on show at New York Fashion Week in September - added that the partnership represented a bold opportunity for her to branch out.
"As Willow sells to a selective clientele, I recognised a fantastic opportunity to allow a much broader audience to easily access original and innovative design on a large scale."
Although neither label verified whether they would partake in similar projects, Naylor did confirm that Portmans will be "seeking opportunities" in the near future.
"It's been a unique experience and the perfect vehicle to give our customer access to a high-end designer collection."