Miller takes aim at younger consumers

AUCKLAND: New Zealand designer Petrena Miller gives the term 'Jack of all trades' a whole new meaning.

Over her 20-year fashion career, the Auckland-based designer has produced everything from the All Blacks and America's Cup uniforms to launching her own leisure and corporate apparel company.

Now Miller, whose Petrena label is stocked in more than 70 boutiques and department stores throughout New Zealand and Australia, is set to broach yet another fashion category.

The designer has just launched @emgirl, a ready-to-wear brand aimed at the young womenswear market. Pegged as the "sexier, sassier, fresher" version of Miller's three apparel lines, @emgirl is manufactured in New Zealand and China and retails from $150 to $580.

The debut autumn/winter 2008 collection includes coats, jackets, knitwear, dresses, tops, pants and skirts produced from natural fabrications such as wools, washed cotton canvas and leather. Detailing such as ruching, ribbons, heavy metallic embellishments and draw cords give the range a distinctly younger edge, Miller said. Asymmetrical cuts and a sombre colour palette meant the range was well-suited to layering, she added.

"I understand how important it is to bring new and innovative ideas to retailers and their customers - this is completely new and innovative, the collection is sexy, sassy, fresh and fun."

Launching the new range alongside her core womenswear label at Air New Zealand Fashion Week, Miller also unveiled a new denimwear venture for autumn/winter 2008. Debuting under the 'P Label', the collection includes rock-n-roll style jeans with silver detailing and washed fabrications.

Both collections will drop in select Australian and New Zealand retailers from mid-March. Current Australian stockists for Miller's leisurewear label include The UK Clothing Company in Beechworth, Reads and Peppers in New South Wales, Calypso Resort and Swimwear in Sanctuary Cove, Ambia in ACT, Marielles in Victoria and Apparelle in Perth.