Eshi targets mature market

MELBOURNE: Nico Hermence has always been drawn to fashion's circuitous nature.

So much so the busy Melbourne mother opted to emulate it in her own career path after getting her start in fashion retailing, moving to marketing and administration and giving landscape designing a bash before ultimately giving into her creative urges and finding her way back to fashion.

Her career goal finally came to fruition last month when Hermence launched her own sleepwear-cum-loungewear label.
Dubbed Eshi, which when translated means yes in Amharic the main language of Ethiopia, the collection gives special consideration to the way the cut works on "real" bodies.

Available in two styles of pant, two styles of shorts, three tops and one brunch coat, the shorts in the range are longer than standard sleepwear shorts and are cut on an a-line for a more flattering effect

Particular attention is also given to the way the pants sit on the bottom and the tops of thighs while the tops boast a wider strap that gives more coverage and allows for a soft bra to be worn underneath.

Manufactured in Australia from stretch silk georgette and stretch silk satin, retail price points for the collection range from $110 for a cami through to $260 for a brunch coat.

Hermence said she was driven to start the label after struggling to find appropriate loungewear attire for women of her own vintage.

"The idea of a sleepwear/loungewear range had been marinating in my mind for two years before I jumped in. I could not find what I was looking for and speaking to many women of all ages I was hearing the same story about wanting something else in their sleepwear that was functional and practical but luxurious."

She claims the biggest challenge getting her label off the ground was the fact there was so much to learn.

"Coming into a new industry is daunting. It isn't easy finding the right suppliers or services and people in the industry are skeptical about newcomers and are not very forthcoming. Finding the right people to work with is still a challenge as I want to establish long-term relationships with people who are committed to excellence."

Having taken her inspiration from what she sites as the beauty of ranges released by Bulb, Fleur Wood and Deshabille, Hermence said there were several other loungewear designers doing a great job.
However, argued many of these tended to focus on aesthetics.

"I think that other designers are still very focussed on the slinky and the sexy. I am more interested in chic, elegant and feminine and I do not think that many are focussing on designs suitable for fashionable women in the 40s, 50s and 60s."

Currently available in sizes eight to 16, Hermence said she has many requests for a plus size women's range and will consider releasing this next year together with coordinating accessories.

By Tracey McEldowney