Maximum exposure for designer

By NICOLE CURIN-BIRCH

Julien Macdonald has done it. So have Betsey Johnson and Sofia Kokosalaki.

Now Adrian Hailwood has lent his name and design talents to a fashion chain store, forming an alliance with retail giant Max to create a series of limited-edition T-shirts which will be sold for a fraction of their usual designer price tag.

The relationship was forged when Hailwood agreed to spend a day with the winner of a Max-sponsored design competition for L'Oreal New Zealand Fashion Week, in which students compete to create the official fashion week T-shirt.

Max managing director David Wright was so impressed by what he saw at Hailwood's studio that he offered to sponsor the designer for his first solo show and asked him to submit concept drawings for a summer range. "Adrian is immensely talented and I think it's important to foster designers like him. If we can get them on board with what we are doing that's great," says Wright.

The result of the collaboration is a series of six T-shirts and tank tops inspired by "James Bond-meets-the tropics".

They feature Hailwood's characteristically lush graphics.

"They are quite tongue-in-cheek and a bit of fun really," Hailwood says. "I designed them after having a look at Max's summer range and I think they tie in quite nicely."

Having the opportunity to expose his usually exclusive designer label to a much wider audience is a golden opportunity that's not lost on Hailwood.

"Compared to Max, I am a bit of a small fry really and this is going to be a real learning experience for me and for them. I am stoked that David is really into what I am doing."

If all goes well, Wright says that Max may look at working with other top designers on future projects.

Adrian Hailwood's T-shirts will be launched at Max stores around the country on October 27 and range in price from $29 to $49.

Herald Feature: New Zealand Fashion Week

L'Oreal New Zealand Fashion Week official site