Rotorua artist’s holistic approach

Some of the pieces from Rotorua designer Adrienne Whitewood’s fashion collection Tā. Supplied photo.

A Rotorua artist who has a holistic approach to fashion is set to hold her first solo show at New Zealand Fashion Week later this month.

The collection by 29-year-old designer Adrienne Whitewood (Rongowhakaata) titled Tā (meaning ‘to print') acknowledges the artistic disciplines of Maori art from mediums, such as Nga Mahi Whakairo (carving), Raranga (weaving) and Tukutuku (woven lattice work).

The Tā collection features prints inspired by the people of Te Arawa both through names of designs and through patterns that are used on a range of garments including dresses, blouses, trousers, overcoats and eveningwear.

While primarily a womenswear label offering a contemporary take on traditional Maori prints, the Fashion Week show will have the launch of a menswear line too.

'There has been a lot of demand from men who have bought items for their partners, and are also seeking out something for themselves,” says Adrienne.

'I'm really excited to be able to meet that demand with a range of shirts featuring these fantastic Te Arawa-inspired prints.”

Being Rotorua-made is a key element not only in Adrienne's clothing production but also design.

The prints used in Tā are drawn from Tukutuku panels in the Tamatekapua wharenui (main meeting house) which overlooks the Ohinemutu marae, weaving patterns used at Rotoiti (the eastern part of Rotorua), and from a series of works in 1909 by the late carver Te Rahui of Rotorua.

Additionally, each print holds a significant meaning and it is this complete picture of wellness that Adrienne aims to incorporate into her clothing.

The Torakaraka weaving pattern represents the warding off of harmful influences and the Niho Tukutuku print promotes strength and moving together in harmony.

This focus on creating garments that are both visually and spiritually healing was partly inspired by Adrienne's tour through Fiji, Samoa and Hawaii in early 2017 to meet other indigenous designers.

'I met with a designer in Hawaii, Manaola, who would ask his customers about their personality and then find them a print to match,” says Adrienne.

'We are seeing a big trend now in fabrics that have healing properties, that are visually and spiritually healing. All the garments I design have a meaning behind them and in that way I can offer my customers an emotional connection to indigenous design.”

Further drawing on the holistic significance of her designs, Adrienne has teamed up with Rotorua jeweler Juliet Ramson of Found Jewellery for a collaboration inspired by the patu (short-handled club), which represents strength.

Adrienne has shown her work at Fashion Week since 2010, as part of collaboration shows, and won the NZFW Miromoda Supreme award in 2013.

This is her first time showing off her high-end Maori fashion at a solo exhibition and she hopes the audience falls in love with holistic design as much as she does.

'I've seen steady growth in the Maori design market and I have found my niche with the prints and the stories behind them,” says Adrienne.

'I knew that to launch my first print range, I needed a solo show, so that I could best share the Adrienne Whitewood narrative which is creatively Maori and uniquely Rotorua.

'I am so excited to share the Tā collection on the Fashion Week stage and to bring the label to an even wider audience.”

On top of her print range, Adrienne has also teamed up with Pure Source to create new packaging for their Rotorua Thermal Mud products.

The triangular patterns are inspired by the traditional Maori art form of Taniko (twining) and the print is an interpretation of the Aonui pattern, which refers to the pursuit of knowledge about the natural world.

Her range will be available from Pure Source stockists from September 2017.

The New Zealand Fashion Week will be held from August 30 to September 3 at the ANZ Viaduct Events Centre in Auckland.

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