What’s next for elevated event and occasion wear? We ask fashion expert Rodelle Payne, founder of Sisters & Co.
We attended Australian Fashion Week with taste-maker Rodelle Payne, founder of Sisters & Co, to review the catwalk shows and brand collections and get inspired.
Nestled in the charming seaside town of Mount Maunganui, Sisters & Co stocks a refined collection of more than 50 globally renowned designers, including Anine Bing, Victoria Beckham, Gucci, Paco Rabanne, A.Emery, Camilla & Marc, Marle, Caitlin Crisp, La Tribe, St. Agni, and Vanessa Bruno, ensuring New Zealand fashion aficionados have access to some of the best labels in the world.
Rodelle Payne, the Sisters & Co founder, is a vibrant socialite rarely seen sitting still. She has a keen eye for fashion and her personal style is all about elevated looks.
“When it comes to dressing up, I often choose Victoria Beckham. Her bags are equally covetable. For everyday elevated jewellery, Tityaravy offers the perfect blend of elegance and versatility. Silk Laundry’s silk twin sets are a staple in my work wardrobe. And for effortlessly chic everyday attire, Anine Bing and Marle never disappoint.”
Rodelle’s background in journalism undoubtedly sharpens her ability to discover new labels, while also honing her skills in observing how New Zealand women adopt trends. This unique blend of curiosity and insight makes her a distinctive voice in the New Zealand fashion landscape.
Sisters & Co was popular from day one, mainly thanks to Rodelle’s extensive network and magnetic personality.
The very first Sisters & Co store burst onto the scene 18 years ago. It was a small, colourful and eclectic boutique that bears little resemblance to the clean aesthetic the multi-brand destination champions today, but it was just as cool at the time.
Since then, Rodelle has been in two other retail locations, extended the product range, moved into Mount Maunganui’s largest and most prominent retail site, and gone nationwide.
With an exceptional online presence and e-commerce experience, Sisters & Co has also attracted a chunk of overseas customers, especially from Australia.
“I have always envisioned Sisters & Co to be far more than just a multi-brand fashion destination,” Rodelle says. “We have successfully cultivated a vibrant community of women who share a love for fashion and a desire to uplift one another. This community, affectionately known as The Sisterhood, thrives on connection.”
Rodelle, who you will find on the shop floor daily, fosters her community by hosting regular fashion evenings and events where key designers or brand representatives meet customers in person. Most top names in fashion have attended Sisters & Co events. Rodelle and her team also regularly hold Women in Business events, where influential businesswomen from various sectors share their journeys in order to inspire other women in their own ventures, or to take the leap in starting their own business.
“Many friendships have been made over the years through Sisters & Co, and we want the store to be a place that always feels warm and welcoming – and fun!”
“We have many exciting projects on the horizon. We’re launching a rental arm for ball and wedding clientele. Later this month, we’ll be opening a chic new in-store café. And, naturally, we’re planning many more fabulous events and trips for the Sisterhood.”
Earlier this year, I joined Rodelle and her senior buying team in Sydney for Australian Fashion Week, to witness firsthand how they discover and choose their collections.
It was a total whirlwind. We attended an average of eight buying meetings each day, usually in between seeing Australian Fashion Week shows. The schedule was intense, but the sisterhood these women share with each other, with their customers, and everyone they meet along the way is totally infectious and energising.
Managing budgets in the hundreds of thousands and selecting from multiple collections with precision and educated insight can be stressful, but the buying team exhibited a keen eye, sharp business acumen, and an unparalleled work ethic.
They were incredibly knowledgeable about fabrications, cuts and styling, and were constantly discussing and referring back to their customers — what they love, what they won’t like, what they need, what has been successful before, and how different brands will integrate, both in stores and into customers’ wardrobes. This thinking would sometimes extend to buying specifically for VIP customers.
It was also invigorating and inspiring to see all of the new looks and trends emerging, especially in occasion wear.
For Rodelle, the most significant trends are ‘naked’ dressing, elevated tailoring, striking use of colour, and an emphasis on craftsmanship. “Feminine naked dressing was a leading narrative,” she says.
“Delicate tulles and silk chiffons, often layered to create depth while maintaining a sheer, transparent quality, define this look, which was seen on the red carpets of the Met Gala and at Cannes Film Festival, and is now beautifully filtering into collections from various brands. The result is a soft, feminine aesthetic with graceful movement and flow, revealing glimpses of chic undergarments and leaving just enough to the imagination.
“Elevated feminine tailoring was strong, especially from Camilla & Marc and Viktoria & Woods. Garments were structured with beautiful fits. Think tailored blazers, wide-leg pants and flattering, fitted suiting dresses.
“We saw lots of new textural fabrics in suiting, lovely linens and other natural fabrications with bigger weaves, touches of embroidery and embellishments on twin sets, and more detailed statement accessories.
“Across most collections, we noticed the use of striking colour, elegantly balanced with neutral tones to create a grounding effect. Bold blues, reds and pinks stood out. The interplay of various fabrics and textures added a compelling dimension to strong prints, with mixed fabrications enhancing the depth and allure of each piece.
“There was also a shift towards more elevated dressing, with more pieces showing meticulous craftsmanship and detail — perfect for special occasions and events. Brands are dedicating more time to perfecting their creations, producing more limited runs of high-quality garments meant to be cherished for a lifetime.”
Seeing these garments brought to life on the runway was exhilarating. “Watching garments in motion, flowing and contouring to the body, is incredible,” Rodelle says. “Paired with top-tier production and music, the experience is electrifying.
Australians excel in the finer details, with some shows even featuring custom fragrances to enhance the ambience. This season’s shows have me eagerly anticipating the arrival of pieces we’ll soon see at Sisters.
The Sisters team loves helping women find their perfect outfits or pieces for special occasions like weddings, whether they’re a guest, bridesmaid, mother of the bride or groom, or even a bride. They can curate special bags, jewellery, accessories, statement shoes, and chic reception outfits that wedding and event attendees can dance the night away in, and then continue to wear time and time again.
They also frequently collaborate with brides to select thoughtful gifts for their bridesmaids, with jewellery and fragrance being popular choices. “Helping someone find that special piece that will make them feel beautiful on a special day is so important to us. If they feel good in what they are wearing and confident on the day, it will be a happier occasion for them.
“Normally, these events are photographed in great detail, so it’s not only imperative that we help them find the best outfit for the day, but also nice to know we have been a part of making them feel and look special, and that this memory will be frozen in time and treasured.”
Words by Greta Kenyon – For more information, visit sistersandco.com or @sisterssnaps
