Introducing Annah Stretton Black

Introducing

A Collection by

BLACK.

‘Good Chemistry’ is the first collection to come out under Annah Stretton’s new label - Annah Stretton ‘BLACK.’ BLACK, a new design direction for The Stretton Group, represents a marked difference from the drama, colour and frippery for which they have become known over the last 23 years.

This polar opposite effect is intentional and helps to ensure that absolute design integrity is kept between the two labels; BLACK and the re-labelled PINK range.

BLACK is simplistic, streamlined, and fashion forward, with just a hint of understated sophistication.

It is targeting all those independent, driven women, who know what looks great on them and are very comfortable arranging garments and accessories to create their own signature style.

The BLACK customer is looking for a label that understands that they have busy lives with lots of roles to play - they love clothing that can change and adapt as they move from place to place.

The launch of BLACK also marks the beginning of a design collaboration between Annah Stretton and her daughter Sam, and explains the reason for the title given to the collection – ‘Good Chemistry.’

The collection’s beautiful, soft colour palette and simple, clean style blocks allow lots of room for the wearer to stamp their own mark on the clothing. The fabric selection and timeless shapes also talk to the new direction in style for the Stretton BLACK label.

Good Chemistry will be available online and in selected stores from 1 July.

Stretton Clothing Co. Ltd Corner Thames St & Marshall, Morrinsville 3300 PO Box 65, Morrinsville 3340 P: +64 7 889 4053 F: +64 7 889 4058 E: admin@strettonclothing.co.nz W: annahstretton.com

A Collection by

BLACK.

Q&A Why have you called the label Black?

To set it apart from ‘Pink,’ to create a polar opposite feel. The simplicity of the name really appealed and positions it well away from its sister ‘Pink’ with all its colour, drama, loud noise and frippery. ‘Black’ truly speaks to the content of the collection, it is simplistic, functional, streamlined, fashion forward and desirable. A new direction that reflects the collaboration and succession that is happening over the next 5 years with my daughter Sam. Why are you introducing a whole new label that’s so different to where you have been?

It’s an important part of the succession process with Sam, it’s also a styling direction that talks to a market that wasn’t hopelessly involved with the ‘Pink’ focus but certainly came out to play sometimes - we wanted to capture more of that market.

Interestingly enough, we had some of this direction in the collection prior to the advent of ‘Black,’ but the waters were so muddied that ‘Pink’ always became the more dominant sister.

Why now? Why does the timing seem right to launch now?

Disruption - it’s the name of the game for so many companies and so many products. ‘Business as usual’ will never be enough, it is so important to drive change into our design platforms. Sam is about to start her journey with the company, so it is important that her pathway forward has some difference and clarity.

What are you trying to achieve with this label?

We are talking to a younger market than with our ‘Pink’ label - a woman at 35 years who truly does feel comfortable in her skin. She knows what looks great on her, is decisive, busy and loves the life she lives. She wears her clothes - her clothes do not wear her.

Who is it aimed at? What sort of women will love this label?

Independent, driven women that have a ‘can do’ approach to life. Their clothing needs to work with their life agenda - and quickly.

Who is competing in the same space? Moochi - Taylor - Ruby

Stretton Clothing Co. Ltd Corner Thames St & Marshall, Morrinsville 3300 PO Box 65, Morrinsville 3340 P: +64 7 889 4053 F: +64 7 889 4058 E: admin@strettonclothing.co.nz W: annahstretton.com

A Collection by

BLACK.

Q&A Questions about the Collection How would you describe the collection?

Good Chemistry is wonderful collection of muted colour pieces that allow the wearer to indicate her own style – simple clean lines, muted colour blocks and loose fitting timeless shapes that talk to a new direction in style for the Stretton Black label.

What are you trying to achieve with this collection?

A very real differentiation from the drama, colour and frippery that we have been known for over the last 23 years. I wanted to give real clarity to our two labels.

Where has the inspiration come from?

A collaboration with my daughter Sam that inspired a collection that simply peeled away all the noise that can be a big part of Annah Stretton ‘Pink.’ It contains styling that we both love, and that enables women to shine. We truly wanted her to be able to make her mark!

It’s quite different from your existing styling, how will they work together?

They will and they won’t - it will depend on the woman who chooses to buy and wear it. ‘Black’ provides so many of the easy wear signature pieces without the pop and the loud voice - that will possibly be a very different customer to the ‘Pink’ label fan.

Tell us about how you and Sam collaborated on this collection - how did that work?

We worked together to create a collection, targeting styles that we both loved. We often disagreed, so then we looked to the target market and the women we wanted to design for. Both of us had to compromise on occasions as we both wanted to show a cohesive but very new direction, without the clutter.

Stretton Clothing Co. Ltd Corner Thames St & Marshall, Morrinsville 3300 PO Box 65, Morrinsville 3340 P: +64 7 889 4053 F: +64 7 889 4058 E: admin@strettonclothing.co.nz W: annahstretton.com