Iconic design duo Ginger & Smart will expand their empire this month, as the label celebrates a decade in the industry.
The brand, founded by Sydney-based sisters Alexandra and Genevieve Smart in 2002, has added a new diffusion line to its stable, with the launch of Akin by Ginger & Smart.
The range will begin to drop into David Jones nationally from this week, and will also be available exclusively online at www.gingerandsmart.com.
Targeted at an age market of 18 to 30 year olds, Genevieve Smart said the diffusion line is “akin” to the main line, but with a slightly younger, polished edge.
“We launched Akin with the concept of designing a collection of youthful, playful pieces that are accessible to a younger girl. It’s about dresses to dance and have fun in. We loved creating it and are really excited to be designing for this market,” she said.
Key pieces from the range include structured dresses in futuristic graphic floral hybrids, a playsuit in neons, relaxed pants in 'bright lights of the city' prints and a 'soft as butter lemon' leather skirt.
Dresses with cut-outs and skater skirts also feature, as well as a variety of a-line styles and strappy mini’s in print and plain.
Tailored shorts, structured playsuits and minis in monochrome and futuristic graphic floral hybrids, and relaxed silk pants and more structured styles round out the collection.
All pieces are crafted from a mix of silks, soft leather and knit fabrics in cobalt blue, red and soft lemon yellow.
The collection launch follows the brand's recent store opening in Hawksburn, Melbourne last month.