Designer heralds a return to elegance
Ditching the racy jeans and naughty knickers in favour of old world glamour, Feldtman has launched a classic, luxury coat label dubbed Virginnie.
Offering styles that echo those worn by silver screen legends Ingrid Bergman, Marlene Dietrich, Audrey Hepburn and Humphrey Bogart, the designer has even headquartered the brand in an old purpose built boarding house from the 1800's.
"My customers are already telling me how much they like the total concept," she said. "My many experiences in the industry have resulted in a far more refined approach to the development of the total concept, the launch and the product."
Feldtman's emphasis on brand development has even extended into the positioning of her Atelier style boutique - with a workshop located on the top floor of the building and a retail space on the bottom. Describing the decision as a hark back to the methods of "earlier couturiers", she said it gave consumers a more total, personalised shopping experience.
"It just made sense to me to have the two spaces in close proximity, one feeds off the other."
Using a wide variety of luxuriant fabrics - including Italian brocades made of hemp, plush velvets, a moire mohair/silk, classic drills, cashmere wools, stretch silks and silk crepes - the designer offers long and short style coats, coat dresses and a select range of accessories.
Priced from $500 to $1500, each piece is crafted with special attention placed on detailing and tailoring.
"So many women have complained to me that they find many coats don't fit them properly and you can tell a well constructed one when you put it on - it feels comfortable at every level."
Looking to build brand awareness in Australia over the next five years, Feldtman also said she eventually hopes to take her operation overseas.
"I believe it is important to remain in control of the personality of the product and to achieve this vertical retailing is one of the most successful methods. It maintains exclusivity and gives you flexibility."