A leading Australian curve designer has won an international design competition at New York Fashion Week and won praise for couture fashion for curvy business wear from industry leaders. The Elegant Executive Curve by designer Rowena Burley won the HiTechModa and TailorNova international competition utilising the latest pattern-making technology to create her designs.
Having only started the business two years ago, Rowena recognised the gap in the market for high-end fashion for sizes 14 and above for 35 to 55 year olds who seek to invest in quality pieces. “I would never have imagined myself having a runway collection at New York Fashion Week a mere 26 months after starting,” she said. “I was nervous about presenting on a world stage but am overwhelmed by the flattery from those who are very honest and direct with their opinions and obviously from those I respect.”
Rowena began by designing and sewing from home on her grandmother’s machine. With each collection more alluring than the last, she established herself as a creative designer and quality manufacturer. Manufacturing for the line is now done with a small team of quality local dressmakers who are committed to achieving the exacting standards that the market desires and be worth the investment for women who consider their wardrobe to be an investment in their potential and career.
While selling directly to customers, Rowena has a small number of national and international stockists and partners including stylists and image consultants. “My pieces are not for everyone,” Rowena explains. “We have a specific market that we serve – we don’t fit the fast fashion mould. A piece from The Elegant Executive Curve will last many seasons and never be out of style. Good couture fashion requires fit, style, and quality materials.
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