deNada’s new Wellington flagship store opened this week, seven years after founder Nada Piatek’s initial retail launch in the capital. Many loyal customers turned out to support the launch of second label, Beyond:Tuesday, debuting alongside the new store.
The debut Beyond:Tuesday collection, ‘She Arrived At Midnight’, shows a crisp pre-spring palette of black and white, accented with royal blue. Her well-tailored blue separates smartly complement the bold graphic black-and-white prints in the range.
Details of trim and fabric indicate the care Nada takes with every piece she designs. A black dress is adorned with matte black leather-look sequins – a classy take on the spangly classic. Silhouettes are fitted but flattering, with bold V-necklines and subtle high-low hems.
Nada describes the new range as a pared-back, confident fashion-forward sister label for deNada, throwing back to her early deNada collections. It has been in the works for a while, but the opening of a bigger boutique in Wellington’s central shopping region offered the perfect opportunity to bring Beyond:Tuesday to life.
The evening was well attended, demonstrating the strong community of women that the brand attracts. Nada recognised the efforts of her family and eleven staff who have supported the brand since its inception in 2006, and her children were there to help celebrate the evening.
Located at 187 Featherston Street (previously Witchery Man) the new boutique is well placed for savvy shoppers, and keeps good company: Robyn Mathieson is across the road, with Gregory opening soon next door. Beyond:Tuesday will also be stocked in select boutiques across the country, with the deNada label exclusive to the deNada boutiques in Wellington and Petone.
By Morgan Ashworth
8th August 2014
Photography by Morgan Ashworth and Amy Hackett
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