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Introducing Veronika Maine Summer 2016

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The new Veronika Maine collection explores the dynamic between aesthetics and wearability, introducing fluid shapes, sensual tactility and expressive print and colour for Summer 2016.

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From left: Strap Detail Shoulder Top, Ruffle Skirt,Mini Ring Hoop EarringsTextured Spliced Vest, Cutaway Tank

Subdued shades of blush and ivory are offset by khaki, terracotta and ink with monochromatic accents of black and white to ground the palette. Artistic, overblown florals elevate understated silhouettes, as do lace-up and top-stitching details against fabrications of bonded satin and drapey triple crepe.

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Cutaway Off Shoulder Top, Funnel Neck Tank, Midi Ruffle Skirt, Mini Ring Hoop Earring, Split Sleeve Top, Ring Strap Top, Fold Over Ring Clutch

Minimalism is made modern by way of a newfound femininity. Cut-out styles elegantly expose the shoulders, asymmetric ruffles create new proportions and highly textural finishes – knife pleats, rib knits and crinkled georgette – ground the look firmly in the now.

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Tie Neck Jumpsuit, Side Ruffle Top, Mini Ring Hoop Earrings

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Midi Belt Dress, Double Band ChokerDouble Strap Cami, Wide Leg Pant

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Summer 2016: Behind the scenes at the campaign shoot

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With the Summer 2016 collection arriving in-store and online this week, it’s the perfect time to take a glimpse into the world of Veronika Maine. Read on for a behind the scenes look at our campaign shoot and an introduction to the new season from Veronika Maine Brand Director Gill Vadgama.

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“Summer 2016 has a subtle feminine mood with a nod to nineties minimalism,” says Gill. “Rich tones of caramel, rust and khaki as well as textured crinkle fabrics add another dimension.”

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Featuring faces to watch Eva Klimkova and Alesha Cubitt, the Summer 2016 campaign was photographed by Nicole Bentley, a regular contributor to Australia’s leading fashion titles Marie Claire and Vogue. Our behind the scenes images were captured by Saskia Wilson, who is renowned for her backstage photography and was able to offer a different point of view to the new season direction.

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“We design for a modern woman looking for a point of difference,” says Gill. “The collection is created for our contemporary unstructured lifestyle—fashion needs to adapt to multiple occasions.”

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Renowned for technical innovation and high quality finishes, Veronika Maine celebrates the art of fashion. We’re excited to unveil the Summer 2016 campaign this Thursday, August 18.

Summer 2016: From the design room

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Ever wondered what goes into creating a new collection? Here, our Head Designer Alexie Thompson shares a visual diary documenting her creative process in the lead up to the launch of Summer 2016, which arrives in-store and online on Thursday, August 18.

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What was the starting point for Summer 2016?

The design team works together to create several mood boards to establish the overall ‘feel’ of the season ahead. These points of reference can be everything from art, architecture and books to photography and film.

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What is the next step?

We put together the concept gradually at first, deciding on colours, fabrics and prints. We have a rough idea of silhouette and some design ideas at this stage, and from there we sketch the collection.

Sketches

How do the sketches come to life?

Once we have a vision for the design, we work closely with the pattern makers to toile new shapes and details; that’s when we create a mock up that can be altered on a mannequin, as below. At Veronika Maine we’re very committed to creating the perfect fit, so this process is key.

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What are the final stages as the campaign shoot approaches?

Towards the end everything comes together very quickly—outfits, models, the set for the campaign and lots more. We have a final fit session with the models a day or two before the shoot to make sure everything looks perfect. Then on the day of the shoot, the campaign vision finally comes together. We have new arrivals in-store and online every week, so throughout this process we’re still designing pieces that won’t be featured in the campaign shoot—needless to say it’s a busy time!

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Do you have any favourite pieces or trends for the coming season?

I’m always a fan of our signature prints. I also love all of our ruffled skirts—they look effortless and modern, and the caramel ruffled skirt looks particularly stunning styled back with black and white. Plus, you can take the trend up a notch and wear a ruffled dress for a statement evening look.

Important store changes near you

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Veronika Maine has enjoyed a long partnership with David Jones and recently we have been able to further enhance your shopping experience with our expansion into Myer. 

As we open our new look Veronika Maine Myer stores in convenient locations across Australia in the coming months, we will be transitioning out of a few David Jones stores. See our store locator for full list of store changes. 

We greatly value our partnerships with David Jones and Myer and are committed to continuing to deliver a rewarding Veronika Maine customer experience. 

With a focus on high quality finishes, craftsmanship and technical innovation Veronika Maine celebrates the art of fashion. Our team looks forward to welcoming you in our newest stores soon!

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In conversation with Milly Dent

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Veronika Maine pushes the boundaries between art and fashion, and this Mother’s Day we’ve collaborated with Sydney-based ceramicist Milly Dent, who creates handmade pieces that challenge the conventional expectations of tableware. We sat down with Milly in her studio to find out what drives her creative process and the inspirational women in her life that have helped push her forward, and what she’s up to next.

alanadimou-millydentVM-lowres-09Milly wearing ‘Oversized Funnel Neck Sweater’ (M70227) RRP$229 In her Sydney studio.

alanadimou-millydentVM-lowres-14 alanadimou-millydentVM-lowres-01How were you first inspired to do what you do?

As soon as I started working with ceramics I immediately fell in love with working with clay. I was keen to explore what I could do with the material, and also liked the idea that I had complete control over the design/prototype phase, to the making, production and finishing of the work.

How does your creative process work?

My creative process works over a number of steps and phases. Initial concept development and prototyping leads to mould making. From there, liquid porcelain is poured into the moulds, and removed the following day. This piece is then burnished and fired in its first firing. Then it’s sanded, glazed and fired again. I use a marbling technique and cobalt in the porcelain to get the finish.alanadimou-millydentVM-lowres-32alanadimou-millydentVM-lowres-29What type of environment do you like to work in, and how do your works come to life?

I work in a shared studio space surrounded by a mix of other creatives; it’s great for collaborating and bouncing ideas back and forth.

Where does your design inspiration come from?

My design inspiration comes from the natural world around me. I also look to mundane and ordinary everyday objects, and the ways I can make them more interesting and exciting. Textures, patterns and colours in my immediate surroundings inspire the direction my work takes, especially those from the ocean!

Who are the women that have inspired, or continue to inspire you, in your life and work?

So many inspirational women in my life! My mother, my grandmothers, and the talented woman who work in my studio – Bronte Wright, Claire Johnson, Tara Burke and Missy Gilbert – the list goes on and on!

You create pieces that are functional and unique, how do you like to see them used?

I just like seeing them being used! They are equally as utilitarian as they are sculptural and they should be used to make daily dining rituals that little bit more exciting. alanadimou-millydentVM-lowres-33What’s your favourite place to see art?

GOMA, Brisbane or Palais de Tokyo in Paris!

What’s next for you?

I’m looking to develop new work and focus on collaboration pieces with other artists that inspire me.

Love Milly’s work? Now you can have your own! Win the ultimate Mother’s Day gift set, including the above Milly Dent ceramic collection and a $500 Veronika Maine gift card. Simply spend $200* or more as a Privilege member for your chance to win.

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*Conditions apply. Click here for details.

How to care: Knitwear

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Cable Knit Vest in Camel

Knitwear is a winter must-have, and cable knits are a time-honoured classic. With the cooler months fast approaching we’re excited to get them out quick smart.

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Cable Knit Vest, Mid Grey, Black, Camel

Storage

  • Proper storage is key to extending the life and shape of your knitwear. The ideal spot is somewhere cold, dry and away from direct sunlight
  • Fold neatly and avoid hanging to ensure they kept their shape
  • Veronika Maine tip: store with lavender to help fend off moths.

Washing

Our luxurious knitwear deserve the extra care to keep them fresh and lively. Always read the care instruction for specifics just in case.

  • Fill the laundry basin with cool water and hand wash with your favourite mild detergent
  • Gently wash the garment and lightly squeeze out excess water. Do not wring or tumble dry
  • Lay flat and leave to dry in the shade

 

Making the most out of your long weekend wardrobe

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Preparing to hit the road? Discover our curated selection of pieces to see you through your trip in style.

Hero_FL-2Clockwise from top left: Basket Weave PeacoatFold Over Tassel ClutchCurved Shell Rings, Light Double Knit Slash Neck Top, Texture Knit Asymmetric Neck TopCoated Denim Skinny Jean,  Wool Crepe Fluted Dress, Soft Twill Paper Bag Pant.

Over-packing is incredibly common, so an edit of multi-purpose pieces that can be styled in a number of ways are your best bet for keeping your suitcase light and tight. Here are our top four tips for a fuss-free weekend away:

  • For more space and easy packing, roll your knits and t-shirts.
  • Bringing a coat with you? To maximise space, fully zip the coat, lay it flat and fold in sleeves. Fold the coat in half and roll tightly. This will create more space and minimise creases.
  • Bring basics in bold colours to brighten day wear, and monochrome basics that can be layered.

Tops_FLAbove: Texture Knit Asymmetric Neck Top.

  • A versatile slim-fit jean will take you from day tonight. Work back with lightweight knits and neat sneakers for daytime adventures, and change to a pair of polished loafers for night.

WhiteTopFLAbove: Bell Sleeve Milano Knit, available in-storeCoated Denim Skinny Jean.

The Individual on Chadstone Runway

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Last night, Veronika Maine hit the runway for the A/W 2016 presentation at Chadstone, The Fashion Capital, as part of the Virgin Australia Melbourne Fashion Festival. Our capsule range, The Individual, was presented on the runway at the sold out show, which featured the latest trends for Autumn Winter 2016 from leading Australian and International designers. 

The Individual capsule collection focusses on technical innovation and luxurious fabrics. Read more about The Individual here.

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Long Eyelet Vest & Bonded Sateen Pencil Skirt

Shop Winter Twenty Sixteen.

The Veronika Maine Method

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With the new Winter 2016 season now in full swing, Veronika Maine Brand Director, Gill Vadgama, discusses how pushing the boundaries of design and speaking to new audiences keep the Veronika Maine brand in a state of constant evolution.

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Gill in the Veronika Maine headquarters.

What was the starting point for the Veronika Maine Winter 2016 collection?

Having a luxurious and timeless feel to our collections is key, so each season we start with fabrics and colours. For Winter 2016 it is all about luxe knits, bonded fabrics and fluid Japanese crepes.

Our product styling is much more of an evolution than a revolution, with new tie details, gold buttons and giant eyelets to give a subtle twist to an effortless collection.

How long does it take to pull the collection together? And how does that process work?

The design process will commence with my briefing the designers on the key looks for the season. I think it’s really important to allow our design team creative freedom as they work on the looks for the season, so the strength of the product direction and branding shines through.

About 30 to 40 styles will go into our pattern room; these styles will evolve during the production process and many will be cut to ensure we have the best edit possible that speaks back to the direction for the season.

Once the collection is ready for the campaign, I will meet with our stylist to give her an overview of where we are coming from for the season, and again allow her the freedom to style the collection as she sees it. Collaboration is key, and as each person touches the collection they have a unique and individual take on how they see it. This is what makes the end result of the campaign so special.

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The Veronika Maine Design Room.

How do the core values of the Veronika Maine brand inform the design process?

Clothes have to work much harder than before; it’s very rare that our customer will buy something just for one event, which is why we place greater emphasis on cut and quality fabrics.

A wardrobe needs to work all day. I will always ask our design team: Where is our customer going to wear this? How many times can she wear it? Does it flatter the body? A great piece of clothing is more than just a sketch on a piece of paper, it has to translate three dimensionally as well as working within the constraints of price, wearability and longevity.

If the designs don’t meet these criteria then they won’t make it into production. Our design team work very closely with our talented team of patternmakers, and this relationship is integral to success of our designs becoming reality.

The collection has a minimalist tone, from the use of fabrics to the hardware finishes. What was the vision behind this?

Detail is pared down to reveal the bare and beautiful bones of the pieces – the look is flattering and functional with a focus on shape and fabric to create enduring pieces for every occasion that transcend the seasons.

Simple yet beautiful structured shapes exude modernity and classic style in a deliberately neutral colour palette of black, white and grey to highlight uncomplicated forms and sculptured tactile tailoring.

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The Veronika Maine Design Room.

There is quite a lot of layering in the campaign styling. How important is a versatile wardrobe in the Australian climate?

Layering provides such great styling options depending on the climate, and most of the fabrics we use will work throughout the year. It’s also about being able to adapt to your different styling needs and the environment you’re dressing for, be it the street, the office or home. As I said earlier, a wardrobe needs to work all day and be able to suit different moods. It’s about building an ensemble wardrobe that also makes sense as individual pieces once it’s broken down.

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The campaign was shot in Bombo Quarry, Kiama. How does this dramatic landscape set the mood for the collection and the season ahead?

I briefed our Art Director, Chris, on the silhouettes and colour palette for the season and he used that to find the spectacular setting for our campaign. Shot on location in Bombo Quarry, Kiama, the landscape plays a dramatic contrast to the strong minimalist tone of the clothing.

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The Veronika Maine Winter 2016 campaign, Bombo Quarry, Kiama NSW.

What are your must-have pieces this season?

SH02-9965Caption: Gill wears the Wrap Jumpsuit.

 I have so many favourites, but will ultimately go for versatile styles like our Wrap Jumpsuit, which can be layered underneath a satin camisole or a turtleneck during the cooler months.

Our Tie Back Dress is also perfect for the same reason, and can be easily dressed up or down.

My new winter coat will be the Long Eyelet Vest; the black and khaki combination is divine, plus it’s perfect for layering. I’ll be wearing mine with a fine knit underneath.

And finally, our Tuxedo Jacket and Cuffed Flared Pants. Crafted from Japanese triacetate (which doesn’t crease, and will last forever if cared for properly), these wardrobe staples can be worn together, or dressed up and down.

Whatever your style, remember with fashion there are no rules; just wear what makes you feel good.

Shop the Veronika Maine Winter 2016 campaign now.

Lace Embrace

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The Lace Angled Hem Top

For a graphic take on romantic lace, our design team sourced a corded cutwork floral and introduced it in a series of pieces for the Winter 2016 collection.

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The Long Sleeve Dress featured in our Winter.16 campaign

Our Long Sleeve Dress is the perfect mix of understated and dramatic, and features a high neckline, body skimming pencil silhouette and length that falls to the mid thigh. It can be layered over a slip or lightweight knitwear, and finished with a coat over the shoulders for when the temperature drops.

This luxurious fabric can be hand washed gently in cool water, but we recommend taking extra care by taking this piece on a trip to the drycleaner.