Designer Jacqueline Anne is renowned for her ultra-feminine and elegant designs.
Her Maison de Couture opened this week in Parnell, Auckland.
Launching The Maison de Couture Jacqueline Anne in Auckland this week is the culmination of a lifelong dream for New Zealand designer Jacqueline Roper.
Widely respected for her exceptionally timeless and feminine creations, the talented designer established her couture womenswear label Jacqueline Anne Couture in 2019, following a long and successful fashion career in Tokyo, Paris, and Los Angeles.
Having made her debut at New Zealand Fashion Week that same year, Jacqueline Anne Couture rapidly made its mark for its vibrant take across a variety of cultures and art forms along with a respectful nod to historical fashion.
Jacqueline is a direct descendant of Chief Te Mahutu and Te Waikaungarangi of the Te Āti Awa Iwi, from Pukerangiora Pa, in Taranaki, where she grew up on a dairy farm. She is also an identical twin (her sister is an award-winning advertising art director and also a worldwide known artist in Kustom Kulture).
With a lifelong appreciation of unashamedly luxurious and feminine outfits, as well as vintage haute couture, these inspirations are reflected in Jacqueline’s exciting new space in Parnell, Auckland.
FashioNZ finds out more about what is behind Jacqueline’s vision.
Describe your vision for Maison de Couture and how the space complements your garments?
The Maison de Couture Jacqueline Anne is really based on the fashion houses of a bygone era. We have a beautifully curated collection of our ready-to-wear range, but we also have our one-of-a-kind straight-off-the-runway couture available. We will offer custom fit/custom-make services on-site and plan to drop new capsule collections every two weeks. We will be closed on Mondays in order to be open by appointment only to really be able to offer customers a special VIP treatment.
What gives you the greatest sense of achievement about The Maison de Couture?
Seeing a dream come to life is very exciting, however, it’s also so bloody terrifying at the same time.
What do you hope people will experience with The Maison de Couture?
It is a luxury brand. I will say that some of the fabrics are US$80 a metre and you can really feel this quality when you wear it. I really enjoy the opportunity to be able to make our clients feel not just special, but glamorous and confidently elegant.
How has COVID affected your business and creativity?
Well apart from COVID cancelling NZ Fashion Week, which really was a shame, it was hard to gauge where we stood as a brand really. We are so new to the market and not many people know about us yet, so this is a huge gamble for me to take. But I’m optimistic and can see things are changing after the lockdown. Also, it’s so great to see a vibe in Parnell again, too, especially with so many great bars and restaurants in the area.
Did COVID mean making any changes to how you operate/work?
Just delayed plans for opening more than anything else but also a reduction in sales as there were barely any events for people to attend, so yes it did affect us, especially when it came to budgeting for opening The Maison De Couture, and what we could afford and not afford to do.
What has been inspiring you recently?
I follow a few Instagrammers who have really caught my eye, such as Carla Rockmore, who is just wonderful and, of course, the amazing Blair Eadie for colour, and also the darling of fashion on the field Emma Scodellaro – one of the best-dressed ladies I have ever met. Other points of inspo always come from nature and art, and I find myself designing for people I meet and their unique personality helps greatly with inspiration.
How have your designs/collection evolved over the years?
I often think about what I would be designing as a 25-year-old versus a 50-year-old me, but then I think nah, I’m a 25-year-old (personality) with an amazing 25 years+ of experience designing, and every year, I get better and better with the knowledge, and I will never stop learning to make better product and create better-designed garments that are better for the environment.
What is your current passion/focus in terms of what you are designing?
I really just need to see what the customer dictates as well as the feedback from the current ready-to-wear line. I love a great dress but also a pantsuit, and Gala event wear (red carpet looks) will be coming in early next year, which is one of my true passions.
We have the upstairs Auckland design office to finish getting ready for hosting our VIP clients and custom fittings, so that will be the next focus once the retail store is open and running.
Why is working with sustainable and biodegradable fabric important to you?
This doesn’t need to be a question as it’s part of our brand mission statement. There is knowledge of what is and is not good for the environment, and I’m working towards a plastic-free business, within a circular business model.
What are some recent fabrics you have been working with?
I use pearl silk, organic cotton, linens, and silk wool a lot. We aim for our garments to be slow fashion; styles that will be handed down through generations.
Why is zero waste important to you and when did this spark with you?
I just started a small project for a fundraiser and realised I could use the offcuts in a way that takes away from landfills and that makes me very happy.
What keeps you passionate about the industry?
It’s having moments where I wonder WTF is that, and then seeing something amazing that lifts the spirits again. It’s ever-evolving – nature and creative freedom are what I love about the industry. I think of fashion as an art form. I’m an artist and fashion is my canvas.
How does your heritage play into your designs?
I am discovering more about this side of my life every day. I have been studying weaving at Te Wānanga o Aotearoa and it’s brought me closer to my Māori heritage. I have learned a lot and love the tikanga of our culture and also so much about the art forms. I think my design essence is subtle in the way I would show this side, but at the same time, if you were a Kiwi, you would definitely know where it comes from.
What is some of the most valuable advice you have ever received?
Take time to know yourself, and work towards something you are passionate about.
Do you have any words of advice for emerging young designers?
Don’t work for a*******, and make sure you feel valued.
What does The Maison de Couture mean to you personally?
It’s really about the slow fashion movement, with an environmentally conscious soul, making luxury fashion. The best way to understand the business model is to go and see Mrs Harris Goes To Paris – such a lovely film. We are a fashion house and I couldn’t be prouder of how far we have come.
What are three things you’d love everything to know about Jacqueline Anne?
We have a ready-to-wear collection, but we also do red carpet and custom-made event wear.
Images supplied