French Freddie launches elegant new shirt collection

French Freddie

French Freddie hosted an intimate presentation to share their brand’s latest range. Images by Anupam Singh.

Creativity and innovation is what designers are known for and with New Zealand Fashion Week (NZFW) cancelled local label French Freddie decided to stage an intimate presentation to showcase their latest collection. On what would have been the day of their NZFW debut, the brand held a small event at Ponsonby Central with masked models and guests, to safely share their elegant new range.

Launched in 2018, French Freddie is still relatively new to the market but have quickly become known for their chic styles with a focus on modern shirting and tops. The label was created by an Auckland mother and daughter trio who share a love for European-inspired fashion and effortless style.

Susan Herbert had long dreamed of started her own label after working in the fashion industry for years, and when she couldn’t find tops she liked that suited her lifestyle she realised there was an idea for a business. It was while her daughters were living in Paris in 2014; fashion designer Ashley Herbert and marketing expert Courtney Schwartz, that the concept for French Freddie was created, drawing inspiration from their French surroundings. Upon returning to New Zealand, the label was named as a homage to French women and the king of Queen, Freddie Mercury, Susan’s favourite artist.

The label itself offers cleverly designed shirts, tops and jackets that are easily dressed up or down with jeans, trousers or skirts for a polished look that is directional and fresh. Designer Ashley Herbert has developed a sophisticated style for the brand with elevated details and modern silhouettes that suit women of any age.

Each French Freddie collection offers 12 limited edition shirts, tops and jackets that are released annually for a stylish wardrobe update. Designed with wearability and comfort in mind, each one is meant to be a go-to for the wearer knowing that it offers effortless style and practicality. French Freddie favours natural fabrications that offer breathability and ease of wear with unique details and embellishments making each garment a piece to be worn on repeat.

Their latest range offers lots of rich hues and black contrasts which are designed to give the wearer confidence. The brand is named for Freddie Mercury after all, who was always in charge on stage and beat to the sound of his own drum. French Freddie used empowerment as the anchor point of the range which also came through in their presentation. These are clothes to live your best life in and look suitably stylish while going so.

French freddie

Mood board for French Freddie’s latest range.

French Freddie

French Freddie

French Freddie

French Freddie

French Freddie

Images by Anupam Singh.

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