Nicholson takes on Scanlan

Nicholson's new designer has a healthy respect for the exacting female shoppers of High Street Armadale.
"People in this area are very much onto what's happening in fashion both in Australia and internationally; as a customer base they should not be underestimated."
Emma Thorpe joined Nicholson in January with the remit of putting the label on the high fashion map; a map - or strip - where Nicholson's retail outlet jostles for attention alongside Lee Mathews, Arabella Ramsay and Scanlan & Theodore. It's no surprise then that her inaugural spring summer collection marks a dramatic departure from the stylish but comparatively conservative Nicholson look of days gone by.
Targeting a younger, higher end and more directional market with a broad, 65-piece range and more frequent injections of new styles, the revamped label has already clinched a covetable deal with cutting edge Melbourne boutique Cactus Jam and has received strong interest from department store buyers, inspiring comparisons to none other than Scanlan & Theodore.
Key pieces include long gowns ranging from $490 to $590; a metallic silver leather tux skirt priced $499; halter shift dress priced $479, puff trench priced $499, silky parker dress priced $549 and sequined cowl tank priced $629.
While "flattered" by the comparison to Scanlan & Theodore, Thorpe emphasised Nicholson's price points would undercut Scanlan's by around 20 per cent.
"However, while is more affordable than Scanlan the range is still positioned at the mid to upper end of the boutique sector and prices reflect its Australian made tag, top quality imported fabrics and close attention to detailing and finish," she said.
Thorpe - whose pedigree includes six years creating womenswear for Stussy as well as running her own boutique label Emma Thérèse - said she had enjoyed the challenge of re-inventing the brand.
"While there was no formal design brief, the discussions we had when I came on board revealed that [Nicholson parent company] Covert Fashions wanted to move to a much more directional look. I think the company liked the handwriting I'd shown through Emma Thérèse. It also wanted the product to have more editorial appeal and to be more fresh and exciting, and I think we've achieved that."