Ragtrader is reaching out to the buyers attending New Zealand Fashion Week this week to talk trends and strategies. First up is The Iconic's senior buyer of Australian and New Zealand designer labels, Ellie Grant-Taylor.
Which new local brands have you added to your website this year?
Over the past year, we've continued to strengthen our Australian and New Zealand designer offering, introducing contemporary brands Carla Zampatti, Yu Mei, Deadly Ponies and Lovaan. We've expanded our broader New Zealand assortment with brands such as Harris Tapper, Paris Georgia, Marle, Karen Walker, LA Tribe, Rodd & Gunn, Kowtow and Stolen Girlfriends Club.
Strong growth in our New Zealand customer base is reinforcing the opportunity to continue investing in and expanding our local designer offering.
Alongside our local designer offering, we’ve recently launched international labels Source Unknown, Marimekko and Rag & Bone, which complement our broader premium assortment. There's more to come later this year as we continue to evolve The Iconic's designer destination.
Which brands and categories are performing the strongest?
We're seeing strong demand across premium contemporary fashion, particularly in occasionwear, elevated essentials and accessories, reflecting a growing customer focus on quality and longevity.
Brands such as St. Agni, Christopher Esber and Camilla & Marc continue to resonate strongly with our customer, alongside growing demand for Australian and New Zealand designer labels such as Harris Tapper and Paris Georgia that balance elevated design with everyday wearability.
More broadly, customers are taking a more considered approach, investing in versatile pieces with longevity rather than short-lived trends.
For NZFW, which brands or runways are you most excited to see?
I'm looking forward to seeing both the established designers and emerging talent in this year's schedule, particularly brands such as Ruby, Zambesi and Knuefermann, alongside the broader New Zealand designer community, whose collections consistently offer a fresh perspective.
I'm also excited to see The Iconic's runway, The Front Row, come to life. It's a fantastic opportunity to showcase the breadth of our Australian and New Zealand designer offering, bringing together names including Paris Georgia, One Of Others, Christopher Esber, Camilla and Marc, Clea and Deadly Ponies.
What I love most about New Zealand fashion is its strong sense of identity. There is a real balance between design and wearability, with an emphasis on beautiful materials, considered construction and pieces that work across seasons. New Zealand fashion has a refined designer palette and excels in knitwear, outerwear and trans-seasonal dressing, which makes it incredibly relevant for today's customer.
Fashion Week is always an opportunity to discover new talent, reconnect with our brand partners and see where the next generation of New Zealand fashion is heading.
How are you navigating the buying space amid geopolitical challenges?
The retail environment remains dynamic, so flexibility and close relationships with our brand partners are more important than ever. We're working closely with our brand partners to remain flexible around planning and inventory, while continuing to respond quickly to changing customer demand.
Our buying strategy remains focused on balancing commercial performance with long-term brand building. Maintaining a diverse portfolio of Australian, New Zealand and international designers allows us to remain agile while continuing to deliver the breadth of brands and categories our customers expect.
Ultimately, our focus remains on curating the best assortment for our customer, one that balances trend relevance with quality, versatility and long-term wardrobe value.
What will be the next fashion trend in New Zealand?
Rather than one defining trend, I think we'll continue to see New Zealand fashion build on the strengths that have long defined its design identity.
Customers will continue gravitating towards tactile knitwear, elevated outerwear and refined layering, alongside investment pieces made from quality fabrics and natural fibres. These are categories that naturally align with New Zealand's climate and design aesthetic, but they're also increasingly relevant to customers who want their wardrobes to work harder across seasons. Chocolate and oat remain strong neutral foundations, with grey and navy emerging as newer additions to the palette, alongside considered pops of blue and pink.
That emphasis on considered design, versatility and longevity is what makes New Zealand fashion so compelling, and I think we'll continue to see customers prioritise timeless pieces over short-lived trends.