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PERRIAM, a new lifestyle fashion brand, launches at Bendigo Station

PERRIAM, a new lifestyle fashion brand, launches at Bendigo Station
Christina Perriam outside PERRIAM flagship store in Tarras
Christina Perriam outside PERRIAM flagship store in Tarras

MEDIA RELEASE FROM PERRIAM, CENTRAL OTAGO, NEW ZEALAND
OCTOBER 18, 2014

Well-known Central Otago fashion designer Christina Perriam has launched her new offering to the world of fashion, PERRIAM, to wide acclaim.

High country beauty and luxurious merino fashion combined today at iconic Central Otago property, Bendigo Station, in an exclusive catwalk show held to announce the arrival of PERRIAM into the fashion world, in front of 250 invited guests, VIPs and national media.

PERRIAM produces on-trend and fashion-forward New Zealand-made merino clothing that embodies the comforting luxury inherent in the spirit of the high country. The heart of PERRIAM is Christina’s family and their farm, Bendigo Station – a place of rich history, pioneering spirit and enduring natural beauty.

Bendigo, also the home of the famous merino wether, the late Shrek the Sheep, was the obvious choice of venue to launch the first PERRIAM Woman Summer 2014-15 Collection.

While rain meant the crowds had to take shelter under the Bendigo Homestead verandah as the outdoor catwalk show took place, it didn’t dampen the spirits of guests.

“It was great to be able to hold the launch at home. So much of what makes me as a person, and what I’ve tried to capture in the PERRIAM brand comes from this property – I just hope I’ve done it justice,” Christina says.

Christina’s re-branding has been a process that has taken over a year with the help of Wellington branding agency, Ocean Design. During this time she has also launched a new website, perriam.co.nz, which went live today, renovated the Tarras Merino Shop to become the new PERRIAM flagship retail store, and designed her latest PERRIAM Woman collection. The collection is inspired by an Italian Summer, featuring bold stripes, soft pastels and gold accents across a range of dresses, skirts, jerseys, singlets, cardigans, knitwear and leggings.

Christina has a very clear vision for her fashion brand PERRIAM: “Not only did I want to celebrate the rich heritage of Bendigo, I also wanted to send a message through my brand about a way of living,” she says.

“When you lose people close to you, you start to understand that we are only here for a very short time and that we need to live and love every minute of it. The PERRIAM brand is all about luxuriating in life and slowing down. It’s about taking the time to appreciate life and those special moments, and to focus on what is happening in the present moment. PERRIAM celebrates the beauty amongst the busy-ness of life.”

Former CEO of Telecom, member of 2006 Forbes list of the World’s 50 Most Powerful Women and My Food Bag co-founder Theresa Gattung officially launched the new label and spoke about being a woman in business and the importance of branding.

Theresa says: “The only thing that matters today is authenticity. Truths ring true. That Christina was brought up here, that she loves Bendigo Station and the land, that she’s proud of her heritage – all of that comes through in the brand. Her brand is the real story of her life.

“I love the idea of everyday wearable luxury and not saving things for best. Women should feel ok about treating themselves everyday,” Theresa adds.

The launch is a huge milestone for Christina, who has been designing womenswear and babies and children’s clothing for the past 10 years under the labels Christina Perriam and Suprino Bambino, respectively. Suprino Bambino today became Little PERRIAM.

“The continuing growth of my product lines helped me decide it was time to develop a united lifestyle brand that sat under the one label. PERRIAM was an easy choice because it embodies my heritage,” Christina says.

“I want PERRIAM to become a household name. PERRIAM is about slow fashion, not fast fashion, but it is fashion-forward. PERRIAM presents merino that is everyday-wearable, cool and luxurious at the same time.”

The PERRIAM brand will initially encompass Woman and Little – with Sleep, Man and Home being introduced to the Tarras PERRIAM store and online next year. Christina also has her eyes on a growth plan that includes PERRIAM retail stores around the country.

ENDS

Photos

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For more information, please contact:
Christina Perriam – 021 074 8104 or Christina@perriam.co.nz

 

 

Celia Crosbie
Written by Celia Crosbie
Celia is an award-winning former journalist who has worked for newspapers and radio stations in New Zealand and magazines in the United Kingdom. She has worked in public relations in both NZ and London. Celia also specialises in digital media strategy and website copywriting for SEO.