Kiwi fashion label goes after decade
A Kiwi fashion label that dressed stars all over the world has closed down.
After nearly a decade, Georgia Alice is calling it quits — a decision founder and designer Georgia Currie says was like “breaking a part of myself ”.
“Today is the last day of Georgia Alice,” she wrote on Instagram on Thursday.
She thanked the stylists, photographers, models, buyers and collaborators she had worked with.
“But, mostly, all my heart to all the customers, you really made my dreams come true.”
Currie told Vogue Australia the decision to close the label came after a Covid-19 lockdown gave her a first real break from work in nearly 10 years.
“It gave me a moment of quiet to think about happiness and where my values now sit.”
The Christchurch-born designer is pregnant with her second child and says becoming a mum has led her to rethink what kind of world she wants her kids to be raised in.
You really made my dreams come true.
Founder Georgia Currie
“After the past year we all have a responsibility to go inward, and really look at how we have been functioning within the societal constructs and how it affects those around us.
“I’m not the same person I was nine years ago. You grow as a human, you change. ‘GA’ feels as though it’s come to a natural end, and now I’m ready for phase two.”
Currie’s love of fashion became a reality when injuries and burnout forced her to give up her first passion, ballet. An internship buying and merchandising fashion at a department store inspired her to study fashion and start her own label. She debuted her first collection of pieces in 2012 and gave the label her name — Alice is her middle name.
Her simple, classic pieces have been worn the world over by the likes of Rosie Huntington-Whiteley and Solange and stocked everywhere from Lane Crawford to Net-A-Porter. Hailey Bieber has also sported her designs, most recently wearing her Lucia strapless cutout crepe mini dress in Vogue’s 7 Days, 7 Looks video series.
Kiwi songstress Lorde wore a Georgia Alice top and skirt in the music video for her new single Solar Power, which was released yesterday. She also wore the designer’s Knit Pearl top in the album cover art.
The women who wear her clothes have also formed their own community, adopting the slogan “GA forever”.
What’s next for the designer? Whatever it is, it won’t be happening quickly, she told Vogue, but she “absolutely” will find a way to make clothes again.