Nina Maya is taking a different approach to those designers currently vying for orders at fashion week, inviting consumers to conduct the final edit of her next collection via Facebook.
The womenswear designer is utilising the social media platform to showcase 14 dress designs for spring/summer 2011/12. Consumers can vote on the designs they like best, with the 10 most popular to go into production.
The dresses will be available exclusively via the label's own online store, Nina Maya Emporium, and will retail from approximately $250 to $380. The label claimed making the dresses only available online would offer consumers a “higher value proposition” than retailing through traditional bricks-and-mortar stores.
“The whole point is to deal direct with my consumers and make the most of that relationship,” Maya said.
“It's about asking them what they want and allowing them to sit in the buying seat and edit the pieces they want. It makes sense to give the power back to them because ultimately they are the ones purchasing the product.”
Maya also said the feedback from consumers would enable her to make her next collections “even stronger”.
The designs subject to voting include a lace panelled cocktail dress, metallic mini dresses, a digital print maxi dress and bright yellow dresses with 'cut out' segments.
Consumers can view the designs via photos and video on Facebook and the voting process will remain live for two weeks.
Nina Maya founded her label in 2006 and Nina Maya Emporium went live in 2010. The label has 50 plus stockists including Myer department store.