Music icon's new twist on fashion

Marcia Hines has had her fair share of experience with real women.
As the judge of TV talent phenomenon Australian Idol Hines encountered a broad spectrum of the species, which is one reason behind her team-up with Sydney based importer, exporter and design house New Twist.
Hines partner New Twist founder Kerrie Henson said the resulting online retail womenswear label, titled marciahinesonline.com - would by no means be limited to Idol's age demographic however.

"This range is suitable for women aged 16 to 60 and it's very much in keeping with Marcia's personal style. She's in her 50s, she's a real woman and she always dresses beautifully," Henson said.

Launching this month, the first summer marciahinesonline.com collection comprises 25 pieces including separates, jersey dresses, suiting and eveningwear, while a similarly broad second summer range is scheduled for release this October.

Available in sizes 8 to 16 and made entirely in Australia, the reduced overheads of online retailing had allowed the label to maintain accessible price points ranging from $79 to $229, Henson said.

"For women with young children or women living outside major cities online retailing is a real bonus. It's only a matter of time before it takes off in Australia," she said, adding the label also operated a mail order catalogue business for women without internet access.

Henson - whose stable of imported and proprietary labels includes Vallen, Mint, Didier Parakian and dp;jeans - founded New Twist in 1994, while her personal friendship with Hines dates back 30 years.

"Marcia was doing [musical] Jesus Christ Superstar and I was working for the show - I used to work as a dresser on a lot of shows - we just hit it off and we've been friends ever since. This venture has been a dream of ours now for some time, so it's great to see it finally happening."

By Belinda Smart