Latest Bobby Campbell News
Nov 6, 2023
We’re sorry, this feature is currently unavailable. We’re working to restore it. Please try again later. Dismiss Save articles for later Got it Advertisement Royal favourite Emilia Wickstead has been given the all clear by the national carrier of her homeland to prepare Air New Zealand’s next wave of uniforms for take off. After expressions of interest from more than 40 New Zealand designers, the elegant expat was picked to dress more than 5000 Air New Zealand workers. Princess Catherine wearing Emilia Wickstead in Boston, December 2022; Air New Zealand staff wearing the current uniform by Dame Trelise Cooper. Credit: Getty, supplied “I’ve always wanted to do this,” Wickstead said at Monday’s announcement in Auckland. “It’s been a dream of mine. New Zealand is my home, it’s where I’m from and where I was born and raised. It’s a real passion project for me.” Since launching her label in London in 2008, Wickstead’s refined silhouettes have become staples of Princess Catherine , along with celebrities such as Gigi Hadid, Naomi Watts and Lily James. Wickstead’s Air New Zealand uniforms, which will be unveiled next year, replace the vivid outfits launched by Dame Trelise Cooper in 2011. Cooper’s uniforms feature a koru motif against twilight pink, godzone green and sky-blue backgrounds. Also on the way out are the “Always blow on a pie” fabric print vests worn by male staff. Emilia Wickstead in Sydney for Australian Fashion Week, May 15, 2018. Credit: Getty “There will be a print design. I think print is really key, especially from the learnings I have had with my business,” Wickstead, 40, says. Wickstead is a regular on the schedule at London Fashion Week, but one of the stars of New Zealand Fashion Week in August has questions about Air New Zealand’s selection process. Advertisement Loading “The recent announcement of a new designer for Air New Zealand uniforms seems to represent a missed opportunity for a more collaborative approach to work with Maori designers,” says designer and academic Dr Bobby Campbell Luke, who founded the Campbell Luke label. “This could have been an opportunity to engage with our cultural heritage and evolve its branding based on its cultural richness,” says Luke, who is a fan of Wickstead’s work. “This missed opportunity becomes all the more conspicuous against the backdrop of the current climate in New Zealand’s fashion industry, where there is a growing emphasis on cultural awareness and inclusivity.” “It’s clear that we haven’t fully tapped into the potential of those who already contribute to the New Zealand fashion industry, especially the collective voices of Maori designers.” Bobby Campbell Luke and Dominic Blake take their bows on the runway during the Campbell Luke show at New Zealand Fashion Week. Credit: Getty Part of the selection process was a demonstration of Te ao Māori, the respect and acknowledgement of Maori customs and protocols. “My critique of this process centres around the question of how one can truly comprehend Te Ao Māori when they are not Maori themselves,” Luke says. Wickstead says that Maori people will be acknowledged in her design. “Without saying too much it will be a huge tribute to Maori culture,” Wickstead says. “There will be a lot of meaning behind small details.” “Incorporating Maori culture is one of the biggest priorities. I can’t tell you too much. There is a huge element of storytelling in the uniforms. Everyone wearing the uniform will feel extremely proud. They will play a big part in being a tribute to Maori culture.” Loading “It’s almost like wearing your heart on your sleeve. There’s a real authenticity to it. For me storytelling is at the heart of this passion project.” So, have Maori leaders been involved in that storytelling? “We will unveil that soon,” Wickstead says. “I wish I could say more.” Along with acknowledging New Zealand culture, Air New Zealand chief customer and sales officer Leanne Geraghty, says that safety and comfort were key considerations in the selection process. “Ultimately, Emilia stood out as the perfect partner. Her ability to create modern yet timeless pieces perfectly fits with what we were looking for in a design partner – someone who could create a uniform that our people can wear with pride now and into the future.” “The uniform is our second most recognisable asset behind the koru on our aircraft. It’s incredibly important. It’s the first visual representation for visitors coming to New Zealand.” Damien Woolnough travelled to Auckland as a guest of Air New Zealand. Make the most of your health, relationships, fitness and nutrition with our Live Well newsletter. Get it in your inbox every Monday. Save
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Bobby Campbell has made 1 investments. Their latest investment was in ICX Media as part of their Seed VC on March 04, 2016.
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