The jet set route from Australia to prestigious international stockists using bags is also being explored by heritage accessories brand Oroton, revitalised by former Country Road creative director Sophie Holt.
Oroton had been in administration before Caledonia chief investment officer Will Vicars rescued the company from administration with a $25 million offer in 2018. Holt has turned the company’s creative fortunes around, reviving interest in their bags before launching a ready to wear collection in 2019.
Now overseas expansion is underway with leading London department store Selfridges currently hosting an Oroton pop-up, showcasing the sculptural day wear in a coastal palette.
“We are excited to have recently launched our international wholesale business,” Holt said. “It made sense to start with accessories as they are the base of our brand. We have now added the clothing and where possible prefer to present the brand as a whole giving our customers the full Oroton story.”
“With Oroton, the first step was redefining the look and feel of the accessories, creating a modern and relevant feel that still spoke to the heritage and craftsmanship of the brand. Once we had the new handwriting of the accessories it was easier to use that as a base to inform the
look and feel of the clothing.”
It’s a brand evolution that has been tried and tested overseas. French luxury leather goods label Hermés launched its first women’s ready to wear line in 1967 with Catherine de Karolyi, before enlisting designers such as Martin Margiela and Jean Paul Gaultier. Italian luggage supplier Prada staged its first debut show in 1988 while Louis Vuitton finally moved beyond monogrammed bags in 1998 with American designer Marc Jacobs’ spectacular collections.
“To inform the look of the clothing we took a vintage slant from the history of the brand and combined that with utility details,” Holt said. “A sort of charming utility was created.”
Both brands are counting on utilitarian appeal for greater international success. With Haulier, Hershan accepts that overseas sales and a global perspective are essential for the survival of Australian luxury brands.
“Australia will always be the home of the brand but the market here has a ceiling for the types of products I’m making. There’s a much broader audience when you go global.”
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