WITCHERY’S FINEST HOUR
Andrea Nagel spoke with Gavin Gage, head designer of Witchery, on a recent brand immersion trip to Melbourne
Gavin Gage always knew he wanted to be a designer. In fact, he always knew he wanted to be a designer for Witchery, and applied to the company straight out of fashion school. Twenty years later, with the experience of working at Australian chain store Sportgirl and the Cotton On Group, his chance came to join the company he’d always dreamt of working for. Gage’s experience in both manufacturing and design made him the perfect person to hire as business manager, and two years later his role evolved into head of design and creative — working from the initial concept of each range, with an extensive creative and marketing team, to make every in-store collection appealing to the Witchery customer.
What appeals to you about Witchery?
The Witchery clothing line has the most beautiful aesthetic. It has always held a sophisticated, elevated place in the market with very classic pieces and a strong sense of fashion. We create gorgeous outfitting stories that can be mixed and matched, using highquality fabrics for collections that are unique and sophisticated but at a reasonable price point. It’s luxurious, yet accessible.
Key inspiration for the coming season?
Two years ago Witchery was a neutral brand, without a strong sense of colour. We’ve evolved, injecting more colour into our ranges, and the customer has loved it. For winter there are beautiful levels of colour that help to create continuity within our ranges and flow throughout the season.
How do you choose the colours?
We attend all the runway shows in all the fashion capitals of the world and get a sense of what’s coming through. We then work with a colour agency in London on our exclusive colours and colour palettes. The agency creates fabrics for us, giving us exclusive colours on our jerseys, woven fabrics and silks.
Who is the Witchery woman?
She is a strong, confident working woman, in her 40s (and older, of course), who has a great sense of taste and sophistication but is immensely approachable. We’re designing for her varied lifestyle, empowering her to feel great every day.
What stands out about Witchery?
We are aware of who the customer is and we try to make sure that we deliver what she wants. Everything is considered. We go through a ranging session with our teams where each piece is presented and critiqued — every detail from buttons to stitching, fabrication, fit, colour fastness. We make classic pieces that can sit in her wardrobe for years to come. I get so excited when I see a customer wearing a four-year-old item with confidence or mixing it with a new element. We like to create clothes that can take you from desk to dinner, just add a heal and some lipstick.
How is fashion changing?
Fashion reflects the changing trends in society. Right now there is less sexualisation of women, which translates into less sexy dressing and more power dressing, but with femininity.
Standout trends for the coming season?
Print is a big trend for winter — a mix of skin designs, ocelot and snakeskin particularly. Our customers loved skin print when we brought it out last June and now she wants more. Skin patterns are all things to everybody; it’s classic, classy and sexy, as well as being a neutral base to dress up or dress down. It also pops well with a jewel colour. We will also stick with the florals that our customers love. We’re doing checks in the coming ranges and corduroy is big, in a lovely soft mint. Knitwear is always key and this season we’re doing a cable design. Outer wear — blazers and coats — will be important and we’ll be offering our first 100% wool coat. Remember that pop of jewel colour to liven things up — jade green, purple, red, fuchsia. We’ll also have luxurious velvet skirts with sexy blouses or a lofty knit. And the coatigan — a hybrid of a coat and a cardigan — will become a staple.
Witchery is part of the Country Road Group, operating stores across mainland Australia, New Zealand and concession stores in both David Jones and in Woolworths South Africa.
‘There is less sexualisation of women, which translates into less sexy dressing and more power dressing, but with femininity’ GAVIN GAGE Head designer, Witchery