The New Zealand high-street label Glassons has long been a favourite of well-dressed kiwis, but since the start of the year their sights have been firmly set on Australia. After establishing a head office in Sydney, they’ve laid down plans to drive local social media engagement and have subtly rebranded their image.
Alongside the boutique range and the international campaigns, Glassons’ digital presence has received a major overhaul, with the addition of integrated magazine-style original content to the brand’s online store (named ‘The Guide’) and a refashioning of the Glassons website.
Their latest move is the release of a limited-edition boutique line, coined EDT. With a languid, nineties aesthetic, the collection focuses on silky separates and charming twin sets.
“We are really pleased to be able to offer our customers a collection where we have been able to focus on design, details and fabrication,” says Glassons’ design manager Kiriana Pettersen. In a first for the brand, the EDT range features 100 per cent silk tops – t-shirts and blowsy camisoles – as well as other premium fabrics and finishings. Simple shift dresses are transformed with the addition of sheer paneling across the back and along the hem.
Available now in just three Australian stores – Eastgardens in Sydney, Chapel Street in Melbourne and Carindale in Brisbane – as well as online, there’s no better time to check out the new-look Glassons for yourself.
Shop 339, 152 Bunnerong Road, Eastgardens
(02) 9349 6349
Mon-Wed, Fri: 9am-5.30pm