Label turns fashion inside out

MELBOURNE: Home brand fashion house Mission Brown has launched a branded layering range for women designed for use as under or outerwear.
SpencerLacy - inspired by age old underwear staple the lacy spencer -- is aimed at a wide demographic from 19 to 50-year-olds.
Carrying a price tag ranging from $24.95 to $59.95 and presented in a shell and black ribbon-tied gift box, Mission Brown sales and marketing manager Emma O'Connor said the label was targeted at a broad range of retailers including mainstream stores, independent boutiques, internet retailers and gift shops.
"We really wanted to have our own brand - having run the Mission Brown business since 2004 - and we realised there was definitely a niche for a high quality, affordable layering offer," O'Connor said.
The range was designed to be worn over or under any outfit, with the variety of garments available affording a broad range of styling options, she added.
The inaugural 13-strong spring collection includes leggings, tanks, camis, boy leg knickers, long sleeves spencers, under-wired bras, shrugs and tubes (designed to be worn as skirts or tops).
It is available in classic and dusky colours including white, rose, blush, grey, muted blue and black - enhanced with polka dots, subtle stripes and etched floral motifs.
An augmented summer collection of 18 pieces would be released in September/October, with further long-sleeved styles to be introduced in early 2007 for next winter.
Garments were seamless and available in high quality silky-touch jacquard knits and cotton mixes, with easy wash and wear guaranteed.
"It's the sort of product that would do very well in a point of sale display as a last minute or impulse purchase," said O'Connor.