New Zealand slow fashion label Idae is paying homage to the female form
PHOTOGRAPHY BY Nicole Brannen
HAIR AND MAKEUP BY Rae Sacha
WORDS BY IZZY WIGHT
“Elements of subtle femininity paired with masculine detailing.”
After years of working in the design rooms for other major fashion labels, Meagan Care was inspired to create something of her own. Moving to the small coastal town of Coromandel, New Zealand, she couldn’t find the same fashion design opportunities as she had in major cities. This is how the slow fashion label Idae was born; named after Meagan’s nan and original sewing teacher, Ida.
Discover more up-and-coming local designers in our Fashion section.
Idae is a womenswear brand with a focus on high-quality, trans-seasonal garments and form-flattering silhouettes. Producing just two small collections a year, Idae’s philosophy is focused on longevity, wearability and timeless design. Below, Meagan speaks on the Idae journey so far.
Tell us about you. What’s your fashion background?
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I am Meagan, designer and founder of Idae. My interest in fashion started from a young age when my nan first taught me to sew – the name Idae originates from her name, Ida. I then inherited her sewing machine and began sewing dresses, pencil cases, PJs and all sorts for me and my friends. I took sewing classes after school and on weekends… [it] felt like it was all I ever wanted to do. I always kind of knew this was what I was going to do.
I then studied fashion design at TAFE in Brisbane, Australia and interned at Ellery in Sydney for a couple of weeks during my studies. After completing my advanced diploma, I moved to Sydney and was soon offered a job as a design room assistant in the Ellery showroom. I worked closely with the design room manager to produce the sample collections that would be shown in Paris. I gained lots of experience and learnt how to work to extremely tight deadlines… and [about] how the industry worked.
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I then moved to Auckland and worked at Georgia Alice as a design assistant, and then moved into working in production. I gained so much experience here working in a smaller company across many areas. I then moved to Whangamata with my now-husband and knew there weren’t these opportunities in a small beach town, so I made my own and started Idae.
How did the label get started? Talk us through the process and the challenges.
The label started in our spare room, which fitted a small desk and my sewing machine… I would pattern-make and cut on the deck or our living room floor. Luckily now I work from a studio at our home which my husband built.
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I am a one-man team, so I have worn multiple hats throughout the process. I think this is the most challenging as the parts I love the most (designing, sewing and sampling) often get less time… as there is production, dispatch, sales, etc!
What were you trying to achieve from the project at the time? How has this evolved and what are you trying to communicate through the brand now?
I wanted to create a New Zealand-made brand for women to feel good in and love. I love the feeling of creating a piece that makes a woman feel great. I have always focused on shapes… [that] pay homage to the female form and empower the wearer.
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I always wanted a luxury, high-end brand, as I love the fabrics that you can explore… I love the idea of having a slow fashion brand, and I can achieve this by working closely with my makers and can appreciate the craftsmanship that goes into these garments. I think these aspects still communicate strongly through the brand and I always work with these when creating new pieces.
How would you describe your label to someone who’s never seen it before?
… Each piece is designed to be easy to wear and simple, juxtapositioned alongside unexpected details. Silhouettes are created to flatter the woman, making her feel the best she can, every day. There are elements of subtle femininity paired with masculine detailing and tailoring.
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What are you most proud of in your work on your label?
My approach to slow fashion and keeping the label 100 per cent New Zealand-made.
What do you wish you knew when you started?
The number of hats you need to wear as a small business owner!
What about the Australian/NZ fashion industry needs to change?
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Slowing the seasons down to reduce the pressure… [on the] many people that work in the industry. I think this would help designers create smaller, [more] thought-out collections… making consumers buy less and purchase longer-lasting, trans-seasonal pieces…
How can we buy one of your pieces?
At idaeonline.com… or head to our stockists page for a range of stockists around NZ.
Browse the Idae collection here.
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