Wash, rinse and diffuse: Cooper's new formula
He may have preened locks during his recent haircare collaboration with Sunsilk but Wayne Cooper is now re-focusing his attention below the neckline.
Following on in the footsteps of womenswear connoisseur Toni Maticevski, the Sydney-based designer has created an exclusive diffusion line for Australian department store Myer.
Available from August 1 in 41 Myer stores across the country, the 'Wayne by Wayne Cooper' collection draws on a similar aesthetic to his signature label, with a broad range of day, evening and office wear in bright pinks, yellows, cobalts, neutral and metallic hues.
This is the latest incarnation of Cooper's affordable womenswear line, which was first released in autumn/winter 2002 for select domestic and international consumption. Cooper said re-launching the brand exclusively through Myer stores would mean consumers had greater access to affordable designer fashion.
The new Wayne by Wayne Cooper collection is playful and sexy. I have focused on beautiful shapes, with great attention to detail in a striking colour palette. It's extremely wearable with cute day dresses and stunning eveningwear."
The first collection also includes skinny leg pants, tops, parkas, shirts and skirts in satins, chiffons, jaquards and stretch jerseys. Prices range from $69.95 for tops to $99 for pants and $249 for floorsweeper dresses.
While Cooper denied the move would weaken his signature line, it is understood mainstream fashion collaborations have been a toSpeaking at Fashion Group International's recent autumn/winter trend seminar, Sun Herald style writer Glynis Traill-Nash said discussions were particularly rife at Rosemount Australian Fashion Week in May.
"There was a lot of debate among designers that I was privy to and a lot of them were very against it. They see it as diluting brands and that kind of thing. Personally, I think it's a really good idea."
Debuting on August 1, the Wayne by Wayne Cooper collection will see new styles and looks hit Myer stores each month.