Belinda Cannon, designer and owner, SOPHIE
Thoughtful design has always been a key driver behind New Zealand jewellery and accessories brand SOPHIE, and that strong theme continues with the brand’s expansion into apparel, as founder Belinda Cannon embraces her passion for design with the release of the debut SOPHIE apparel collection.
Springboarding off the success of a one-off SOPHIE ‘Always’ shirt in 2022, the new collection is a celebration of effortless style. Transeasonal pieces in neutral tones (from oat and sand to charcoal grey and forest green) are showcased across timeless, flattering cuts in linen, cotton, and cord fabrics.
The original Always shirt has been reimagined with a slightly shorter length in the new ‘Love This’ shirt. Oversized but elegant with feminine shell buttons, this piece can be dressed up or down and is available in linen and cotton.
Designed with comfort in mind, the new ‘In Love’ dress with its simple, relaxed fit has casual appeal, while the addition of buttons and a cuffed sleeve elevates the look.
Autumnal shades of ink, forest, and orchid make it perfect to pair with boots or sneakers. With everyday wear in mind, the ‘In Love’ dress also has handy pockets.
Ideal for the changing seasons, another first for SOPHIE is the ‘Shacket Jacket’. Available in darker hues, the Shacket is an instant go-to piece to throw on for lightweight layering.
The SOPHIE dedication to cosy autumn and winter months sees a new collection of scarves and beanies, as well as caps in cord and wool.
As a busy mother of twins, designer Belinda Cannon is no stranger to juggling a busy workload. Her growing SOPHIE brand is a delightful collection of highly desirable pieces, each one designed in New Zealand with small edits released throughout the year.
Love This Shirt
What sparked your passion to create a complementary fashion line?
I’ve always loved fashion. I grew up with a Mum who sewed clothing for my sister and me from when we were little, through to our teens and beyond. I’m very particular with what I buy myself, so creating our own garments just felt like the right next step.
What was the inspiration behind this debut collection?
The inspiration grew from a desire to create garments that are easy to wear, year-round. Silhouettes are relaxed and oversized. These are pieces to pop on and feel good in. The fabrics feel good too; cotton and linen are breathable, and our cord is super soft and cosy.
What was the first piece designed?
The first piece was the ‘In Love’ dress. I wear a lot of dresses, so we designed one knowing I would live in it. We design what we want to wear and it seems to have worked for us so far.
Love This Dress
What are some of your favourite pieces in the collection and why?
The Shacket Jacket is a real favourite. The cord is soft and I liken it to wearing a cardigan. Undone, it works over a dress or a tee and pants; done up, it’s an effortless shirt. It has pockets too, which is a handy bonus.
What part of this process did you enjoy the most?
Shooting is always so fun. Seeing it in an environment without all the clutter of our workspace and stopping to realise what we’ve created is so cool. And right now, because it’s all so new to us, when customers buy it and love it like we do, it’s pretty surreal.
What part of this process was the most challenging?
Predicting demand is always tricky, more so in this climate. We make small numbers of garments at the moment so knowing what will go is a challenge. We’re just testing the waters, and I’m pretty risk-averse so I like to keep things small and manageable.
Shacket Jacket
What do you love most about autumn/winter when it comes to style?
Winter is my season. If you know our brand well, you’ll see I’m pretty selfish in my selection of colours year-round and they largely follow the classic Autumn colour palette. I’m always cold and love coats and scarves, so any chance to rug up and I’m in.
What drove your early passion for design and motivated you to launch SOPHIE?
I launched SOPHIE because I love working and have always wanted to do something I love. I knew early on that the career I’d made for myself in marketing and advertising wasn’t forever. So, once I had my twins Sophie and Henry, I decided to pick something I love (accessories) and started working on the idea. I was in a part-time marketing role and used to stay up all hours of the night working on SOPHIE. I finally gave up my job when I had about 30 stockists and was certain that the business was viable. As far as my passion for design, I’ve been surrounded by talented creatives all my life. My Dad was a signwriter, his father a sculptor, my sister a photographer and Mum, the absolute queen of coordinated prints and patterns in fashion and our family home. I was actually the ‘academic one’ in the family but have always loved patterns, prints, and little details. These details are a big part of the brand.
How has your brand evolved?
We’ve grown a fair bit over the years, but the essence of our brand has and always will remain the same. We’re about making people feel good through accessories and now clothing that our customers love. We’re focused on service, and we go out of our way to make shopping with us a great experience. Our team has grown a bit. There are eight of us now. We’re all women and I’m proud of that. I like people to enjoy work and try to create a space where people are comfortable.
I’m very passionate about supporting mental health and awareness. Our brand is about finding joy in the small things in life, which is something worth thinking about in terms of our own mental health.
We continue to evolve as a brand and that’s super exciting. SOPHIE (the brand) has been around for seven years and my Sophie has just turned 12. Time flies in business and in motherhood too.
In Love Dress
Cord Cap, Herringbone Scarf
Two-tone Scarf, ‘So Cosy’ Beanie
Wool Love Bucket
Images supplied