Label starts over at preview
Showcased at preview, the label's autumn winter range targeted a broad 13 to 40-year-old female market. Retailing at between $105 to $270, it featured 13 dresses and skirts in green and purple cotton, gingham or cord, with many items fully reversible.
"I prefer the inside of my garments to be as beautiful as the outside. The look is a mixture of Japanese streetwear and more traditional influences and also has a Swedish feel thanks to apron dresses and the use of gingham and pleating," said designer Lyndel Yeo.
Strongly influenced by its creator's passion for art and culture, Miss Lyndel Yeo has been in the market since 2005 but preview was the first chance buyers had to order it on a new footing before the start of the
season.
Prior to preview the label had been sold on consignment at avantgarde Melbourne boutiques including Alice Euphemia, Comme Il Faut, Little Salon, Belinda Formosa and Loft Design, but Yeo hoped preview would lead to wholesale deals with interstate and Melbourne stockists.
"Sometimes it's a challenge to get retailers to pay up front, so it was really a case of starting again."
Yeo met with around five or six stores at Fashion Exposed, but conceded she had hoped for more foot traffic from buying professionals, although she described the exposure as positive.
She launched the label and her solo career through the Mercedes Start-Up 2005 program with her spring/summer collection and received 'designer of the year 2005' in Melbourne's Federation Square Fashion Showcase series.
This year's Melbourne Fashion Exposed preview would mark a new phase in the development of the Miss Lyndel Yeo brand and business, through wholesale deals at carefully selected stockists, she said.
"I'd like to limit the brand's exposure to one store in each suburb. It's really important to safeguard the brand's point of difference."