NZFW 2019 | 5 mins with Rhémy’s Mindy Madden

Established in 2019, Rhémy is a New Zealand brand positioned in the emerging contemporary luxury market. Rhémy believes in slow fashion – created by hand and made to last. Turning away from mass production, each piece is skillfully developed and made in New Zealand from the finest leather and components. Their lies in creating timeless, functional and practical pieces.

What inspired your collection?
As a ‘tip of the hat’ to my mentors, this first solo collection has been inspired by the amazing craftswomen of France. Not only do they work long hours each day, but they do it looking as chic and ‘put-together’ as a model straight off the runway. These women are the powerhouse of the luxury industry, engineering the clothing and accessories we covet, with precision and care. There is no limit to the talent and skill of these craftswomen, and to them I owe a great deal.

This collection honors effortless elegance, understated sensuality, and rebellious – yet playful design. An approach to fashion that has been in the background of my life for many years. French style is more than skin deep – comfort is paramount, and confidence is your best accessory. With that in mind, I wanted to create a collection that makes the wearer feel that sense of empowerment. This collection is designed to make women feel feminine, powerful and chic.

Name 3 NZ designers we should watch out for….
I have been overseas for 15 years – so I’m a little rusty on the new designers – ask me again in a year!!

Describe your quintessential customer…
The goal of the brand is to attract customers who feel a sense of excitement and desire for the products we make. We want our customers to feel uplifted and proud to wear our pieces, and be a part of the brand they have invested in. With this in mind, we are careful to control our production – not making more than we can sell – and in a sea of fleeting consumption, offering truely unique pieces from the bottom of the world. Our quintessential customer has a strong sense of style. She finds mass consumption uninspiring and has an emotional connection to fashion. Instead of fast fashion, she prefers to invest in a garment or accessory that represents something to her. A personal luxury.

What’s your social media of choice?
INSTAGRAM! Like many amongst us, I am addicted.

Who do you love to follow and where?
Too many to name, but I love vintage fashion accounts on instagram, and pinterest is always great inspiration!

What are the top 3 songs on your Spotify playlist?
Anything by Little Dragon and Phoenix

Word association
New Zealand – Home
Fashion – Self Expression
Music – Emotion
Art – Create
Winter – Layering!!
Holiday – NECESSARY!

See Rhémy as part of the Group Show during New Zealand Fashion Weekend.