Like many designers Cushla Reed of Minx Shoes has enjoyed being able to stay anonymous behind her brand name. But now Cushla is stepping out, to create a new label and to put her signature squarely on the box ‘Cushla Reed: The Minx’…
Like many designers Cushla Reed of Minx Shoes has enjoyed being able to stay anonymous behind her brand name. But when her stockists noticed this small group of exciting styles that sat on their own within the collection, they demanded she step out, to create a new label and to put her signature squarely on the box.
So, the new, eponymous range, ‘Cushla Reed: The Minx’, was born.
“My stockists branded it for me,” says Cushla. “It was both exciting and validating. “There was such the unanimous response that this collection needed its own moniker that we couldn’t ignore the opportunity,” she says.
So it is with restrained excitement that Cushla presents her first release of ‘Cushla Reed: The Minx’ for Summer 2010/11 range, comprising eight fresh, new styles for delivery in Australia and New Zealand by mid-August, 2010.
“While these shoes are definitely within the Minx family they’re taking design to the next level for the brand,” she said. “This new, signature range is definitely something different to what I’ve produced before and I believe there is nothing else like it in the Australasian market.”
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Styles in the new collection are sculptural, have more height, lovely innovative details and textures and of course, Cushla’s trademark quality construction drawn from 19 years of footwear experience, owning and running a full manufacturing operation in New Zealand.
“The higher heels are incredibly comfortable,” she says “created by a careful mix of design, construction and materials – they need to be tried to believe.
“These styles expose more passion than I’ve ever allowed myself to show before,” she said.
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Cushla describes the ‘Cushla Reed: The Minx’ customer as a ‘princess with a professional twist’ – a woman that is playful, a little daring and understands fashion concepts – “I would say she is confident and sophisticated all in one,” she says.
And all that new passion extends to the branding and presentation of the brand also, with each aspect of the new label carefully considered and tailored to Cushla’s vision.
“There’s a reason behind everything about ‘Cushla Reed: The Minx’”, says Cushla. “I chose purple as the brand colour for its noble connotations, the feeling of luxury, wealth, and sophistication. It’s also the color of passion, romance and sensitivity.
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“I would love to be able to make the new owner of these designs feel all of these things just by taking home the shoe box. The luxurious purple teamed with silver is sleek and high impact – all attributes of the new signature collection.”
She is grateful for the push her stockists gave her and excited by sales of the initial collection.
“When someone who actually sells your product pushes you towards a new direction you should really take note. They’re the ones interacting with consumers and know the market through and through,” she said.
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