Since designer Danni Hewitt launched her debut label in 2010, she never knew it could soar into popular culture as quickly as it has.
But the innovative designs from her debut line, Little Sparrow have given her wings and she’s now flying high in the fashion stakes as the one to watch.
With a creative background in dance, the innovative fashion expert is in a spin over the brand’s quick expansion and growing fan base. After graduating with a Bachelor’s Degree in Fashion Design at CIT in Canberra last year, Hewitt dove straight into designing her first collection at full speed.
“My product is completely developed by me from start to finish,” she says. “I love being involved in the whole process, I see it develop from my sketches through to construction and change and grow. “I think this ultimately delivers a more complete and concise product.”
Hewitt says Little Sparrow is `day wear meets cocktail/luxury wear’.
“It’s still simple and easy to wear, however has an extra luxury aspect that moves it away from mass-produced products,” she says.
While the brand is gaining momentum, she hopes by showing at the next Fashion Exposed trade fair she will develop more stockists for Little Sparrow and expand contacts within the industry. And further proof to her talent is her recent invitation to show the next Little Sparrow collection at Fashion Palette New York this September.
“This is a huge honour and a great opportunity to expand my label globally,” she says.
The latest collection is titled Black Diamond which Hewitt says is greatly influenced by the pop era of the 70’s and icons such as Bob Dylan, Edie Sedgwick and Andy Warhol. A time when she believes there was a `desire for free love and a free culture’.
“There was a chilled-out approach to life, waking up to a hazy day, with androgynous elements surrounding a worry free time,” she says.
The range features inspiration from her recent buying trip to Hong Kong. “I was engrossed in the abundance of fabric and design elements in such a vibrant city,” she says. “Walking the streets I was absorbed in the culture and this has definitely come through in the collections aesthetic.”
See more of the range online at www.iamlittlesparrow.com