Hi Fashion in Taupo

Taupo designer Sera Hathaway launched her online store of NZ designers, HiFashion.co.nz, and her eponymously-titled women’s line with a catwalk show with real women modeling to 130 guests at Taupo Energy Centre on Saturday 13 August…

Live since January 30th, the e-store www.hifashion.co.nz is the online arm of her HI FASHION store in Taupo which stocks contemporary New Zealand designers.

Brands stocked include Karen Walker, Salasai, Michelle Yvette, Chaos & Harmony, Augustine International, Deborah Sweeney, Kathryn Wilson, Kowtow organic tees, Blak, Neverblack, Kingan Jones, Starfish, Whywho, and Standard Issue.

Thread attended the show on Saturday night – staying at Hathaway’s parent’s BeechTree Motel – and was impressed at the size and scope of Hathaway’s event; from a red carpet down the venue’s centre, to live music on arrival, and two galleries.

Local women- friends and clients – walked in designs by Hi Fashion. As is oft the case with using real women instead of models, the lack of professional models is well replaced by the charm of the audience knowing the girls walking, their infectious smiles, and the connection viewers have with relating to the variety of ages and sizes.

One gallery at the venue showcased Hathaway’s botanical illustrations printed on tee-shirts, taken from artwork by a local artist and family member, on mannequins.

Another was a salon on HiFashion.co.nz cupcakes, lollipops and the sweetest treat itself- candy-coloured Saben bags from their summer Colourpunch collection, and Chaos & Harmony shoes.

The gallery had the HiFashion website online too so guests could browse the e-tailer before models walked in the very same outfits. in a life-meets-art connection.

It was a nice touch too that the event was not only a website and collection launch, but all ticket sales were given to Christchurch earthquake relief.

Jaime Fitzgerald entertains as guests mingle before the show.