Words by Steven Fernandez. The launch of the moochi 2013 winter collection marks 13 years of fashion-forward thinking for one of New Zealand’s most unique and wearable female labels. The new collection ‘Silver Linings’ is a combination of texture and proportion to forge a winter range of black in fabrics velvet, neoprene, mesh and leather. ‘Silver Linings’ is athletic and strong, with the familiar feminine features of moochi. The dresses are standout and commanding, with the functionality and wearability core to the brand. And the winter collection comes at the end of what has already been a massive year for the Kiwi brand founded by husband and wife, Chris and Kellie Taylor. Last year more than a quarter of a million people came through the doors of moochi boutiques nationwide, and each year the number of customers purchasing has increased. An overwhelming 286,000 people visited the Moochi online store in 2012. “My vision for moochi was always to develop a unique, wearable, fashion forward label that women would love. The range includes everything from the perfect t-shirt to a party frock, must-have trousers to sexy heels,” says Creative Director Kellie Taylor. “The key for us is to create demand for desirable product, made in limited numbers, with new styles arriving in store every week. It’s all about keeping people inspired and interested with clothing that’s relevant.” All designs are created in house at the moochi head office with a team of designers. Products are mostly made in New Zealand, with pattern making, fabric cutting, sewing and pressing all happening locally to feed the growing databse of 30,000 loyal customers. The brilliance of this much-loved local label is manifested in the brand new ‘Ponsonby conservatory’ store in Auckland. It features a floating wall of brass rods, a flood of natural light through bamboo leaves and crystal objects to display its jewellery. Natural edged timber shelves have a high gloss finish and a counter of brass, copper and silver blades anchored by a vintage chandelier. “Our newest store on Ponsonby Road has quite a feminine feel, it has more bling, and is far more intimate, like a dream walk in wardrobe,” says Kellie. “Every new store we work on features the best elements that are carried through from the previous boutique so it’s an evolution of sorts. But we always add new elements to the mix so that we have an individual store that enhances its surroundings and appeals to its local audiences.” Celebrate 13 years of moochi by getting down to the new Ponsonby store and checking out the winter 2013 collection ‘Silver Linings’ or by jumping across to their online store www.moochi.co.nz.