The quirky fashion of Bettie Monroe
Two heads are better than one when it comes to creating the quirky feminine fashions of Whangamata-based label Bettie Monroe.
The main street of Whangamata is usually buzzing with activity in summer.
Beach-goers flock to the tiny Coromandel town for sun, surf and fun.
Another reason to head over the hill is new fashion store Bettie Monroe, which opened its doors on Port Rd last Labour Weekend.
Friends and co-designers Helen Fraser, 30 (right), and Lucy Thomas, 31 (left), are behind the new retro-inspired label and fashion store.
They use bold vintage patterns and eclectic fabrics, including feminine floral or bird patterns, Japanese cotton prints and soft merino. Cardigans and dresses drape and flatter the figure, and can be tied different ways. Many pieces are limited editions, using small runs of fabric to create one-off designs.
The store also stocks eclectic jewellery, Kiwiana bags, candles, large flat bird mirrors, and bold flower hair clips.
The two women joined forces last February, after bumping into each other at Auckland's Aotea Market in 2006, where both were selling their own designs.
It's the perfect marriage of fashion, friendship and business. "Helen is more edgy and I'm more classic," says Thomas. "It's double the input and brain power and it's great to have another person to brainstorm designs with. We have a similar liking for retro Kiwiana fashion."
Fraser says they also share a love of quirky fabrics and patterns. "We are both girly girls and like retro '50s and '60s art deco fashion."
The name of the label connotes its retro vibe, perfect for a town that hosts the 1950s-inspired Beach Hop vintage car event every year.
"Bettie is a familiar, friendly vintage name that makes you think of homemade," says Fraser.
Monroe is for blonde bombshell actress Marilyn Monroe; "We've always loved her as a fashion icon," says Thomas.
The blonde/brunette dichotomy hasn't been lost on the duo. "I'm blonde like Marilyn," laughs Thomas. "And Helen is like (cartoon character) Betty Boop, a brunette."
They opened their flagship fashion store in Whangamata because of the "beach town" atmosphere, cheaper rent, and a busy tourist population visiting the store over summer. "It's got a great vibe and is an amazing town," says Fraser. "There is a real buzz in the air over summer, and the town has a great soul and heart."
They've rented a retro-style bach in town, and are enjoying kayaking, barbecues, swimming and diving - when they have spare time.
Which is not often. Production is in full swing as holiday-goers snap up the unique designs, with sewers working around the clock to meet demand.
The designing friends didn't come to the rag trade via the usual routes.
Thomas studied chemical engineering at Auckland University, but after starting her Masters in 2003, gave it up to begin a career in fashion.
"I liked puzzles and maths and science, but it was too serious," says Thomas. "I like playing. Fashion is something like a puzzle when you are putting a pattern together. You are constantly inventing things."
She had had some experience of the fashion industry, working as a "fit model" - a standard Kiwi size 10 - for New Zealand designers Workshop and Helen Cherry. It gave her a unique understanding of how it all worked. "I would stand there in my underpants and be pinned and drawn on, and I saw how they put together samples and patterns," says Thomas.
She began creating her own designs in 2003, selling them at Aotea Square Market in Auckland.
Meanwhile Helen Fraser, who grew up on a dairy farm at Pokuru, near Te Awamutu, was travelling the world, snowboarding in Canada, the United States and Europe, and working as a stewardess on luxury super yachts in Europe.
Like Thomas, she felt the need to get onto a more creative career path. "I was feeling stifled and (the job) was not letting the creative juices flow," says Fraser. "I knew straight away I wanted to do sewing."
She grew up watching her mother sew the family's clothes, and began making her own clothes from eight. "The first thing I made was a scrunchie (hair tie) and then I went on to make cool bags," says Fraser.
"I got a sewing machine from the dump - an old black Singer - and made all my own clothes right through uni."
Later she worked for iconic Kiwi designer Karen Walker for six months, doing sample production. "I learnt a lot," says Fraser.
She was selling her own clothing designs, including belts and bags, at the Aotea Market when she met Thomas. The two recognised each other; by chance, they had met a decade ago at a 21st birthday party.
The joint venture has become a strong business model, with plans to expand and open another store, possibly in another beach town.
Interest from Hamilton-based holiday-makers means that the city may also see a Bettie Monroe store in coming years, if things go well.
During the quieter winter months, the duo will plan future collections and travel overseas to source unique fabrics. A trip to Japan and possibly India is on the cards. "I love the Japanese cottons," says Fraser. "They are so amazing and unique and luxurious."
Author: KATE MONAHAN - Waikato Times | Wednesday, 21 January 2009
Source: http://www.stuff.co.nz/life-style/fashion/802966