Augustine designer and founder Kelly Coe is in town to celebrate the opening of Kartel Clothing in The Colombo. Before that, however, she’s hosting a fab fashion show for Breast Cancer CURE. Cityscape caught up with the fashion maven to find out how much has changed in the decade or so since the brand began.
You’ve been on the fashion scene since 2007. How would you say that fashion has evolved since you first began? Oh wow, it has changed so so much, in every aspect, I believe. It’s not just the styling and the trends that have changed, it is the way we buy, how we shop and the evolution of online buying. It’s an exciting time to be in the fashion industry. Ten years ago when we started Augustine none of our customers would buy online, Facebook was so new to us and Instagram wasn't even a thing. Now I can’t imagine running a business without social media. I love the interaction and connection I have with my customers that wasn’t there in the past.
If there was one city you’d love to have an Augustine boutique, where would that be? Haha is this a trick question and you wanted me to say Christchurch? I don’t actually want to open any new stores anytime soon so I am going to say Auckland, Wellington and Mount Maunganui, as we are already there.
Describe Augustine in three words. We always break the rules so I will say six words: colourful, sparkly, fun, confident, empowering, embracing.
Where do you source your inspiration for upcoming collections from? It’s always the fabrics, they are my biggest inspiration and I can’t start a collection until I sort those. Then it is my customers, imagining where they will be wearing them and what special places my clothes will go.
What is one staple item everyone needs in their wardrobe? A colourful kimono, a good pair of jeans, a floral dress, an oversized floral top, a great tee and heels that are too high. There is no such thing as one staple item, lol.
We love that you are hosting a fashion show for the Breast Cancer CURE charity here in Christchurch, what prompted you to do this? I am so excited as we haven’t done a show in Christchurch before and keep meaning to come down, so finally! We were approached by Breast Cancer CURE to do a show somewhere in New Zealand and we chose Christchurch – you need some sparkle and cheer down there at the moment after such a tragic time. Breast Cancer is a charity I will never say no to.
Quick fire:
Fave lippy? Pale pink lip gloss, I run about 6 at once in my bags and car.
Fave item of clothing or accessory you own? This changes weekly; currently it’s a caramel leopard print mini skirt with ruffles.
Heels or sneakers? Heels with jeans and sneakers with pretty floral dresses.
Cocktails or wine? Wine, unless I am on a tropical island.
Leather or denim? Both.